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2022 | OriginalPaper | Chapter

5. CSR in Marketing Management

Authors : Tracy Dathe, René Dathe, Isabel Dathe, Marc Helmold

Published in: Corporate Social Responsibility (CSR), Sustainability and Environmental Social Governance (ESG)

Publisher: Springer International Publishing

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Abstract

This chapter delves into the crucial role of marketing in promoting CSR activities and communicating them effectively to stakeholders. It introduces the concept of the marketing mix, discussing the 4Ps and their extensions, particularly relevant for services. The chapter also explores transformational and shared value marketing concepts, emphasizing the integration of social and environmental issues into business processes. A notable case study on Apple's design strategy illustrates how CSR principles can be applied to enhance customer experience and create value. The chapter concludes by stressing the importance of CSR in achieving a win-win situation for all stakeholders, including increased customer satisfaction, sales, and societal benefits.

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Helmold, M., et al. (2020). Corporate Social Responsibility im internationalen Kontext. Wettbewerbsvorteile durch nachhaltige Wertschöpfung. Springer.CrossRef

Kuerble, P., Helmold, M., Bode, O. H., & Scholz, U. (2016). Beschaffung-Produktion-Marketing. Tectum.

Meffert, H., Burmann, C., Kirchgeorg, M., & Eisenbeiß, M. (2018). Marketing: Grundlagen marktorientierter Unternehmensführung Konzepte – Instrumente – Praxisbeispiele (13th ed.). Springer.

Stibbe, R. (2019). CSR-Erfolgssteuerung. Den Reformprozess verstehen, Reporting und Risikomanagement effizient gestalten. Springer.CrossRef

Title: CSR in Marketing Management
Authors: Tracy Dathe
René Dathe
Isabel Dathe
Marc Helmold
Publisher: Springer International Publishing
Book: Corporate Social Responsibility (CSR), Sustainability and Environmental Social Governance (ESG)
Print ISBN: 978-3-030-92356-3

Electronic ISBN: 978-3-030-92357-0

Copyright Year: 2022
DOI: https://doi.org/10.1007/978-3-030-92357-0_5