Handbook of Research on Marketing and Corporate Social Responsibility (Elgar Original Reference) (Research Handbooks in Business and Management series) - Hardcover

Ronald Paul Hill

Hardcover

ISBN 10: 1781003785 ISBN 13: 9781781003787

Publisher: Edward Elgar Publishing Ltd, 2014

Synopsis

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 book concludes with reflections on how marketing and CSR strategies may change in the future. The conceptual and empirical insights found in this Handbook make it a useful resource for practitioners and an invaluable supplement to marketing curricula.

About this title

From the Author:

Edited by Ronald Paul Hill, Villanova University, US and Ryan Langan, Assistant Professor of Marketing, University of San Francisco, US

About this edition

• Publisher: Edward Elgar Publishing Ltd
• Publication date: 2014
• ISBN 10: 1781003785
• ISBN 13: 9781781003787
• Binding: Hardcover
• Number of pages: 432
• Editor: Ronald Paul Hill, Ryan Langan