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Essay / Research Paper Abstract
This 4-page paper discusses the importance of marketing as it pertains to corporate social responsibility. Bibliography lists 5 sources.
Page Count:
4 pages (~225 words per page)
File: AS43_MTcsrtribo.rtf
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Unformatted sample text from the term paper:
age. As a result, any marketing plan needs to be in alignment with the concepts of CSR. But being a good corporate
citizen means more than announcing an intent to establish a recycling program at a company, or the fact that the company is going to knock down its thermostat during the
winter. Corporate social responsibility has many different definitions, ranging from conducting activities to appeal to the social good, to adopting environmentally friendly technologies or progressive human resources management practices, to
advancing the goal of the community at large (McWilliams et al, 2005). Regardless of the definition, however, we need to ask ourselves how marketing strategy/implementation needs to be adjusted to
take into consideration the new paradigm of CSR. There are a variety of reasons why businesses need to move in this direction
and one of these involves helping to strengthen the companys brand image and reputation (Overview of Business and Marketplace, 2006). Other reasons are more practical, and they involve reducing the
risk of fines, lawsuits and potential business recalls (Overview of Business and Marketplace, 2006). Furthermore, consumers are demanding that their companies take more responsibility for everything from greener products to
better hiring practices (Charter et al). Meanwhile, on the business-to-business end, companies are finding that they need to ensure that their entire supply chain conforms to corporate social responsibility norms.
Corporations such as Wal-Mart and Nike have learned, to their dismay, that doing things simply for the sale of the bottom line at the sacrifice of human resources (child labor
in one case and sweat shops in third-world countries in the other) can have a dire impact on brand image, market perception and ultimately, the bottom line.
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