| 书目名称 | Making a Difference Through Marketing | | 副标题 | A Quest for Diverse | | 编辑 | Carolin Plewa,Jodie Conduit | | 视频video | | | 概述 | Offers a unique platform of cross-disciplinary and cross-sectoral dialogue on how marketing makes a difference.Explores making a difference beyond traditional discussions of corporate social responsib | | 图书封面 |  | | 描述 | .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.. | | 出版日期 | Book 2016 | | 关键词 | Pascale Quester; anti-obesity marketing; anti-smoking marketing; benefits of sponsorship; brand equity; b | | 版次 | 1 | | doi | https://doi.org/10.1007/978-981-10-0464-3 | | isbn_softcover | 978-981-10-9168-1 | | isbn_ebook | 978-981-10-0464-3 | | copyright | Springer Science+Business Media Singapore 2016 |
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发表于 2025-3-21 19:07:07
