Title

Make Corporate Social Responsibility Make Marketing Management Sense

Authors

Keith B. MurrayFollow

Document Type

Article

Comments

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Keywords

003-003

Abstract

For decades the widespread adoption of corporate social responsibility practices by business decision makers has been hampered by the lack of relevant management models. This article proposes that key marketing paradigms can mutually benefit the firm and society by integrating content and process issues in a strategic manner by making pro-social endeavors a part of the on-going planning and operation of the organization generally.