Making a Difference Through Marketing
| Autor: | Carolin Plewa, Jodie Conduit |
|---|---|
| EAN: | 9789811004643 |
| eBook Format: | |
| Sprache: | Englisch |
| Produktart: | eBook |
| Veröffentlichungsdatum: | 04.05.2016 |
| Untertitel: | A Quest for Diverse Perspectives |
| Kategorie: | |
| Schlagworte: | Pascale Quester anti-obesity marketing anti-smoking marketing benefits of sponsorship brand equity brand reputation business ethics consumer behaviour corporate social responsibility country of origin customer engagement customer insight |
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This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. 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, this book presents a broader perspective. It highlights a variety of players and approaches that are making a difference to their various stakeholder groups, specifically in the areas of sponsorship, consumer behaviour, education, health and innovation.
Carolin Plewa is Associate Head Research (Marketing and Management) at The University of Adelaide Business School. She has published extensively on university-business collaboration, sponsorship and corporate social responsibility as well as services marketing.
Jodie Conduit is a Senior Lecturer at The University of Adelaide Business School, where her research interests focus on interactions between business and customers, customer engagement, marketing strategy, customer insight and services marketing. She has extensive experience as a research consultant with service organisations.
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