Erschienen: 16.05.2016 Abbildung von Plewa / Conduit | Making a Difference Through Marketing | 1. Auflage | 2016 | beck-shop.de

Plewa / Conduit

Making a Difference Through Marketing

A Quest for Diverse Perspectives

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auch verfügbar als eBook (PDF) für 128.39 €

Fachbuch

Buch. Hardcover

1st ed. 2016. 2016

xiv, 282 S. 19 Farbabbildungen, Bibliographien.

In englischer Sprache

Springer. ISBN 9789811004629

Format (B x L): 15,5 x 23,5 cm

Gewicht: 6215 g

Produktbeschreibung

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.

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