Marketing Management, 16th Edition

Summary

1. The most admired companies in the world abide by high standards of business and marketing guidelines that dictate serving people’s interests, not only their own. Raising the level of socially responsible marketing calls for pursuing a triple bottom line that focuses on the community and the environment, in addition to corporate profits.

2. Achieving socially responsible growth calls for marketers to invest resources to create value for the community in which a company operates. There are several domains in which community-based corporate social responsibility typically occurs: improving the workplace, engaging in corporate philanthropy, supporting low-income communities, fostering cause marketing, and engaging in social marketing.

3. A growing ...