Making a Difference Through Marketing
: A Quest for Diverse Perspectives
Springer | Marketing | May 5 2016 | ISBN-10: 9811004625 | 282 pages | pdf | 3.4 mb
Editors: Plewa, Carolin, Conduit, Jodie (Eds.)
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
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.
Number of Illustrations and Tables
19 illustrations in colour
Health Promotion and Disease Prevention
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