Overview
- 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 responsibility (CSR)
- Demonstrates the impact marketing knowledge and practice can have on changing society for the better
- Includes supplementary material: sn.pub/extras
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About this book
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.
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Keywords
- Pascale Quester
- anti-obesity marketing
- anti-smoking marketing
- benefits of sponsorship
- brand equity
- brand reputation
- business ethics
- consumer behaviour
- corporate social responsibility
- country of origin
- customer engagement
- customer insight
- health marketing
- learning innovation
- marketing education
- marketing innovation
- marketing strategy
- not for profit
- sports sponsorship
- university–business collaboration
Table of contents (19 chapters)
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Making a Difference—University Education and Innovation
Editors and Affiliations
About the editors
Jodie Conduit is a Senior Lecturer at The University of Adelaide Business School, where her research interests focus on interactions between business and customers, customer engagement, marketing strategy, customer insight and services marketing. She has extensive experience as a research consultant with service organisations.
Bibliographic Information
Book Title: Making a Difference Through Marketing
Book Subtitle: A Quest for Diverse Perspectives
Editors: Carolin Plewa, Jodie Conduit
DOI: https://doi.org/10.1007/978-981-10-0464-3
Publisher: Springer Singapore
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: Springer Science+Business Media Singapore 2016
Hardcover ISBN: 978-981-10-0462-9Published: 16 May 2016
Softcover ISBN: 978-981-10-9168-1Published: 27 May 2018
eBook ISBN: 978-981-10-0464-3Published: 04 May 2016
Edition Number: 1
Number of Pages: XIV, 282
Number of Illustrations: 19 illustrations in colour
Topics: Marketing, Business Ethics, Health Promotion and Disease Prevention