Culture, challenges and social responsibility
At the end of this chapter you should be able to:
• appreciate the importance of integrating functional marketing activities holistically within the overall corporate culture;
• appreciate the challenges that a more customer-centric approach presents to marketers of financial services now and in the future;
• understand how to evaluate the contribution made by marketing to an organisation;
• understand marketing’s wider contribution within the contexts of corporate social responsibility and sustainability.
By now it should have become clear to readers that the financial services sector is frequently a source of controversy, mistrust and scepticism. ...