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Making a Difference Through Marketing

Name: Making a Difference Through Marketing
Brand: Springer Verlag, Singapore
SKU: 20095072
Price: 2745 CZK
Availability: InStock
Author: Carolin Plewa
ISBN: 9789811091681

A Quest for Diverse Perspectives

Carolin Plewa

Jodie Conduit

Jazyk

Angličtina

Kniha Brožovaná

Libristo kód: 20095072

Nakladatelství Springer Verlag, Singapore, květen 2018

This book honours the contribution Professor Pascale Quester has made to academia and higher educati... Celý popis

Libristo kód: 20095072

275 b

2 745 Kč

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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.