E-Knjižnica FET "Dr. Mijo Mirković"

The integration of marketing and corporate social responsibility in Croatia

Nefat, Ariana (2012) The integration of marketing and corporate social responsibility in Croatia. In: Marketing challenges in new economy. Sveučilište Jurja Dobrile u Puli. ISBN 978-953-7498-57-3

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The increase in marketing knowledge, applied in profit as well as in non-profit sector, contributes to economic growth and development, finally leading to social and consumer welfare (Bloom, Gundlach, 2011, xv). The development of marketing has resulted in the considerable economic advancement of society, while the effects of the profit sector are not often socially beneficial. Although the activities of marketing system generally improve individual welfare and life satisfaction of people in a particular country (Bonini, 2008), the consequential economic growth should not have a positive effect on individual welfare; according to the research conducted by Pan, Zinkhan and Sheng (2007), in general, it affects the ecological systemnegatively. In such a situation, companies are less trusted by the public, so they need to find some different forms of relationship with the subjects in their environment. The purpose of the paper is to find out the contribution of marketing to corporate social responsibility, due to which companies discover their belonging to a wider social community they affect and are responsible to; this kind of responsibility also models their socially responsible business performance. The societal marketing concept viewed as marketing management philosophy was relatively early recognised in theory, and this paper presents it briefly. As a borderline function between the environment and other functions in company, marketing has a special responsibility, and that what might integrate corporate social responsibility and marketing is the stakeholder concept which is more and more interesting to the marketing theory and thus studied through the activities suggested by Maignan and Ferrell (2004). A higher performance level, beyond profit motive and adherence to appropriate legislation, is seen through socially responsible and ethical activities, as well as philanthropic initiatives, so the ethical perspective of marketing is briefly shown here. The paper presents research into the initiatives of societal corporate marketing and philanthropy that companies apply, in order to be responsible towards the environment, and there is also some special reference to green marketing which is today becoming increasingly known as the sustainable marketing.

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Tip objekta: Dio knjige
Dodatne informacije: e-book
Teme: 3 Društvene znanosti > 33 Ekonomija. Ekonomska znanost > 339 Trgovina. Međunarodni gospodarski odnosi. Svjetsko gospodarstvo > 339.1 Opća pitanja trgovine. Tržište > 339.138 Marketing
Odjeli: Odjel za ekonomiju i turizam "Dr. Mijo Mirković"
Datum pohrane: 04 Jul 2013 06:22
Zadnja promjena: 04 Jul 2013 06:22
URI: http://eknjiznica.unipu.hr/id/eprint/2208

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