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This book addresses the rising concept of 21st century societal marketing which entails that marketers should fulfill the needs of their target group in ways that enhance the well-being of a society as a whole. In the past, social responsibility and corporate ethics may not have been the key elements of corporate and business strategy. However, in the last decade the picture has changed dramatically. Consumers are more concerned about ethical issues and the effects of business activities on the environment and the society. The impact and importance of ethical consumerism is escalating. The consumers are more attentive and expect companies promote their ethical credentials in order to make them more accountable of their actions. This book also reveals how companies should realize that corporate social responsibility (CSR) is not an illustration of corporate altruism but a source of opportunity, and competitive advantage. Finding and following social initiatives as a part of the key business model is proved to be one of the competitive strengths in many instances. This book covers different issues related to ethics, social responsibility and sustainability in marketing and presents different cases and applications from different countries. Together with the best practices, each case and research is expected to shed light on how to improve the role of marketing in helping to the development and well-being of the society.
List of contents
1. The Politics of Purchasing: Ethical Consumerism in Turkey.- 2. Competitive Deviance from Ethicality: A Focus on Online Settings.- 3. Consumer Perceptions and Responsiveness towards Corporate Social Responsibility Activities: A Sectoral Outlook.- 4. Analyzing the Impact of Corporate Social Responsibility Perception on Organizational Identification from Employee Perspective.- 5. The Contribution of the UNGC to Develop CSR Strategies in Higher Education Industry: A Case Study.- 6. Psychological Barriers to Environmentally Responsible Consumption.- 7. Corporate Social Responsibility In Packaging: Environmental and Social Issues.- 8. A Study on the Impact of Mandatory Provisions on CSR Strategies of Indian Companies.- 9. Non-Profit Foundation and Brand Alliances As A Reputation Management Tool.- 10. Sustainable Consumption: An Attempt to Develop A Multidimensional Voluntary Simplification Lifestyle Scale.- 11. Profiling The Turkish Consumers on Their General Ecological Behavior.- 12. Sustainability Practices of Higher Education Institutions An Analysis from a Developing Country.- 13. Dynamics of Sustainable Entrepreneurship: A Proposed 4S Model.- 14. Developing Sustainable Strategies at the Base of the Pyramid.
About the author
Ipek Altinbasak-Farina is Associate Professor at the Bahcesehir University, Istanbul, Turkey.
Sebnem Burnaz is Dean of ITU Institute of Social Sciences at the Istanbul Technical University, Istanbul, Turkey.
Summary
This book addresses the rising concept of 21st century societal marketing which entails that marketers should fulfill the needs of their target group in ways that enhance the well-being of a society as a whole. In the past, social responsibility and corporate ethics may not have been the key elements of corporate and business strategy. However, in the last decade the picture has changed dramatically. Consumers are more concerned about ethical issues and the effects of business activities on the environment and the society. The impact and importance of ethical consumerism is escalating. The consumers are more attentive and expect companies promote their ethical credentials in order to make them more accountable of their actions. This book also reveals how companies should realize that corporate social responsibility (CSR) is not an illustration of corporate altruism but a source of opportunity, and competitive advantage. Finding and following social initiatives as a part of the key business model is proved to be one of the competitive strengths in many instances. This book covers different issues related to ethics, social responsibility and sustainability in marketing and presents different cases and applications from different countries. Together with the best practices, each case and research is expected to shed light on how to improve the role of marketing in helping to the development and well-being of the society.
