Social Marketing - 1409 Words

Henderson (2001) also adds that: ‘Embracing CSR would inevitably have consequences that would raise the cost of doing business, could well reduce revenues, and might also cause companies to sponsor low yielding investment which they would otherwise have turned down.’ In addition, organizations really motivated to apply and absorb CSR as a core value in its activities, would have to undergo a deep and internal change in its business operations and culture (employees, suppliers, offices) which represents a costly task and a time consuming mission. (Henderson, 2001) Another important aspect suggested by Trebeck (2008) is that organizations must keep in mind that government are still the main responsible entity of the†¦show more content†¦For instance Middlemiss (2003 cited in Comfort et al. 2007, pp.585) explains that ‘CSR is taking centre stage to provide more sustainable long term brand value’. Blumenthal and Bergstrom (2003 cited in Comfort et al. 2007, pp.585) describe it as ‘the convergence of branding and Corporate Social Responsibility’. Lou and Bhattacharya (2009) maintain that CSR creates a level of ‘Moral Capital’, which then translates into ‘Relational wealth’ with different stakeholders. This is based on brand faith and credibility with costumers, affective commitment among employees and regulators, trust among suppliers and higher attractiveness for investors in general. Consequently it is important for organizations, to understand that CSR initiatives need to be communicated and transmitted to its group of interest. As Blomqvist and Posner (2004 cited in Comfort et al. 2007, pp.584) propose: ‘Companies are losing out because there is often little or no integration between CSR and Marketing departments and their respective strategies and unless CSR becomes central to the Marketing director’s agenda, it will not have the desired effect and can potentially create a backlash.’ Lou and Bhattacharya (2009) also add that companies investing in these CSR initiatives can develop market based â€Å"intangible assets† like Customer loyalty, which can then reduce uncertainty about future profits of the firm.Show MoreRelatedMarketing Social Of Social Marketing1208 Words   |  5 Pages How is social marketing different The initial formal definition depicts social marketing as ...calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research (Kotler and Zaltman, 1971, p. 5 in Andreason 1994, p. 109). In Marketing Social Marketing in the Social Change Marketplace Andreasen argues that the given definition does not outline the essence – social behavioural change. InRead MoreThe Contribution Of Social Marketing926 Words   |  4 Pagesof social marketing to contemporary marketing thinking, I should first define the possibly obscure meaning of the particular type of commerce. The initial definition depicts social marketing as the design, implementation and control of programs calculated to influence the acceptability of social ideas and involving considerations of product planning, pricing, communication, distribution and marketing research (Kotler and Zaltman, 1971, p. 5). In Marketin g Social Marketing in the Social ChangeRead MoreSocial Marketing Essay1845 Words   |  8 PagesMarketing is defined as follows: Marketing is the process of interesting potential customers and clients in your products or services. 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