Making a Difference Through Marketing: A Quest for Diverse Perspectives (1st ed. 2016)

By: Carolin Plewa and Jodie Conduit

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Synopsis: 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.

Book Quality:: Publisher Quality
ISBN-13:: 9789811004643
Related ISBNs:: 9789811004629
Publisher:: Springer Singapore, Singapore
Date of Addition:: 10/22/19
Copyrighted By:: Springer Singapore, Singapore
Adult content:: No
Language:: English
Has Image Descriptions:: No
Categories:: Nonfiction, Business and Finance, Law, Legal Issues and Ethics, Medicine
Submitted By:: Bookshare Staff
Usage Restrictions:: This is a copyrighted book.
Edited by:: Carolin Plewa
Edited by:: Jodie Conduit