The strategic importance of Corporate Social Responsibility for
both large and small businesses only continues to grow. This
Handbook explores the complex relationship between marketing and
social responsibility, with a focus on marketing as a driver for
CSR initiatives.Written by many of the leading scholars in the
field, this is the first collection to examine CSR from a variety
of marketing dimensions and a diverse set of cross-cultural
perspectives, including consumer behavior, strategy, and public
policy. The authors examine whether CSR holds equal value for both
businesses and nonprofit organizations, and explore what happens
when businesses fail to meet their larger social responsibilities.
They also investigate potential consequences and the possibility
that firms might do both good and harm while pursuing CSR
initiatives. The conceptual and empirical insights found in this
Handbook make it a useful resource for practitioners and an
invaluable supplement to marketing curricula. Contributors: L. M.
Aksoy, K. L. Becker-Olsen, E. Bigne, C.L. Bowen, D. L. Cassill, C.
Corus, R. Curras-Perez, M. e. Drumright, A. Ekpo, L. Ferrell, O.C.
Ferrell, F. Guzman, G. R. Henderson, R.P. Hill, Y. A. Komarova, G.
R. Laczniak, R. Langan, D.R. Lehmann, S. Lopez, D. M. Martin, K. D.
Martin, J. G. Mikeska, P. E. Murphy, J. L. Ozanne, M. Pirson, F.F.
Quinn, J. M. Rapp, H. Ryu, J. Sawayda. J. Schouten, N. C. Smith, C.
R. Taylor, D.M. Thorne, H. Weijo, Z. Yvaire
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