Healthy Skepticism Library item: 19927

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Maignan I, Ferrell OC
Corporate Social Responsibility and Marketing: An Intergrative Framework
JAMS 2004 Jan; 32:(1):3-19
http://jam.sagepub.com/content/32/1/3.abstract

Abstract:

This article introduces a conceptualization of corporate social responsibility (CSR) that emphasizes the role and potential contribution of the marketing discipline. The proposed framework first depicts CSR initiatives as the acttions undertaken to display conformity to both organizational and stakeholder norms. Then, the article discusses the managerial processes needed to monitor, meet, and even exceed, stakeholder norms. Finally, the analysis explains how CSR initiatives can generate increased stakeholder support.