Making a Difference Through Marketing
A Quest for Diverse Perspectives
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Beschreibung
This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. As such, it provides readers with a comprehensive, contemporary perspective on marketing practice with an emphasis on the role of marketing in making a difference. Organisations are interwoven with the society in which they operate and are thus commonly expected to shoulder some responsibility in advancing that society. While there has been significant academic and practitioner focus on corporate social responsibility (CSR), research is often limited to the organisational benefits and implementation of CSR initiatives. In contrast, this book presents a broader perspective, highlighting a variety of actors and approaches that are making a difference to their various stakeholder groups, specifically in the areas of sponsorship, consumer behaviour, education, health and innovation.
This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. It provides readers with a comprehensive, contemporary perspective on marketing practice with an emphasis on the role of marketing in making a difference. Organisations are interwoven with the society in which they operate and are thus commonly expected to shoulder some responsibility in advancing that society. While there has been significant academic and practitioner focus on corporate social responsibility (CSR), research is often limited to the organisational benefits and implementation of CSR initiatives, this book presents a broader perspective. It highlights a variety of players and approaches that are making a difference to their various stakeholder groups, specifically in the areas of sponsorship, consumer behaviour, education, health and innovation.
Offers a unique platform of cross-disciplinary and cross-sectoral dialogue on how marketing makes a difference Explores making a difference beyond traditional discussions of corporate social responsibility (CSR) Demonstrates the impact marketing knowledge and practice can have on changing society for the better Includes supplementary material: sn.pub/extras
Autor*in
Carolin Plewa
Themen in »Making a Difference Through Marketing«
Pascale Quester anti-obesity marketing anti-smoking marketing benefits of sponsorship brand equity brand reputation business ethics consumer behaviour corporate social responsibility country of origin customer engagement customer insight health marketing learning innovation marketing education