How can companies be responsible social marketers
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Transcript of How can companies be responsible social marketers
MANAGING A HOLISTIC MARKETING ORGANIZATION
FOR THE LONG RUN
How can companies be responsible social marketers?
Top Firms of Endearment
Best buy BMW CarMax Caterpillar
Google eBay Honda Harley-Davidson
IKEA Johnson & Johnson
Starbucks Timberland
UPS Toyota Wegmans Whole Foods
Jetblue IDEO Costco
Individual marketers must exercise their social conscience in specific dealings with customers and stakeholders.
Social Responsibility Behavior
The Future holds a wealth ofopportunities.
Yet the socioeconomic, cultural andnatural environments will imposenew limits on marketing andbusiness practices.
Companies that innovate solutionsand values in a socially responsibleway….
are most likely to succeed…
Cause related marketing links the firm’s contributions to a designated cause to customers’ engaging directly or indirectly in revenue producing transactions with thefirm.
Where Do We Want To Go?
Where Are We?
How Will You Get There?
How Will We Stay On Course?
The Social Marketing Planning Process