Social Marketing

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Henderson (2001) also adds that: ‘Embracing CSR would inevitably have consequences that would raise the cost of doing business, could well reduce revenues, and might also cause companies to sponsor low yielding investment which they would otherwise have turned down.’ In addition, organizations really motivated to apply and absorb CSR as a core value in its activities, would have to undergo a deep and internal change in its business operations and culture (employees, suppliers, offices) which represents a costly task and a time consuming mission. (Henderson, 2001) Another important aspect suggested by Trebeck (2008) is that organizations must keep in mind that government are still the main responsible entity of the issues related to the improvement of people’s quality of life. Companies should not replace it or feel that they have to mend the gaps of a particular public administration. The application of CSR programmes might help communities, nevertheless these actions will never compare to the reach and the resources that governments hold. Additionally when deep and radical solutions are required, governments are the most capable institution to face such situation (Trebeck, 2008). 3.4 Developing Corporate Social Responsibility The adaptation and execution process for companies willing to incorporate CSR into their regular practices may be found to be rather complicated and investment demanding. As Henderson (2001) highlights: ‘CSR involves the adoption and development not only of explicit new commitments but also of new procedures.’ Therefore corporations should have a real commitment to establish and maintain such policies in order to produce noteworthy improvements in their communitie... ... middle of paper ... ... Marketing could be studied through three different dimensions: The micro level referring to the consumer, the group level integrated by the community in which consumers interact, and the macro level which entitles society and all of those who are able to control and influence the other two levels, for instance policy makers and governments. Hence it may be implied that Social Marketing must establish relationships with a wide group of stakeholders, who in various levels determine the success of such initiatives. Social Marketing has a strong connection with corporate social responsibility and its objectives, as Grant et al (2007) explain ‘Supporting a social cause means that social responsibility is a priority to the company’. Thus the application of Social Marketing represents another way for organizations to embrace CSR in their business culture.
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