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Ethics, Social Responsibility and Sustainability in Marketing

  • Ipek Altinbasak-Farina
  • Sebnem Burnaz
Book

Table of contents

  1. Front Matter
    Pages i-xxviii
  2. Ethics and Social Responsibility in Marketing

  3. Sustainability in Marketing

    1. Front Matter
      Pages 155-155
    2. İbrahim Kırcova, Merve Yanar Gürce
      Pages 157-171
    3. Ipek Altinbasak-Farina, Gozde Guleryuz-Turkel
      Pages 193-214
    4. Mine Yilmazer, Meltem Onay
      Pages 237-261
    5. Ranjit Voola, Archana P. Voola
      Pages 263-276
  4. Back Matter
    Pages 277-279

About this book

Introduction

This book addresses the rising concept of 21st century societal marketing which entails that marketers should fulfill the needs of their target group in ways that enhance the well-being of a society as a whole. In the past, social responsibility and corporate ethics may not have been the key elements of corporate and business strategy. However, in the last decade the picture has changed dramatically. Consumers are more concerned about ethical issues and the effects of business activities on the environment and the society. The impact and importance of ethical consumerism is escalating. The consumers are more attentive and expect companies promote their ethical credentials in order to make them more accountable of their actions. This book also reveals how companies should realize that corporate social responsibility (CSR) is not an illustration of corporate altruism but a source of opportunity, and competitive advantage. Finding and following social initiatives as a part of the key business model is proved to be one of the competitive strengths in many instances. This book covers different issues related to ethics, social responsibility and sustainability in marketing and presents different cases and applications from different countries. Together with the best practices, each case and research is expected to shed light on how to improve the role of marketing in helping to the development and well-being of the society.

Keywords

Sustainable developments in marketing Ethical consumerism CSR strategies in marketing Green marketing Brand alliances

Editors and affiliations

  • Ipek Altinbasak-Farina
    • 1
  • Sebnem Burnaz
    • 2
  1. 1.Faculty of Economics, Administrative and Social SciencesBahçeşehir UniversityBeşiktaş, IstanbulTurkey
  2. 2.Faculty of ManagementIstanbul Technical UniversityIstanbulTurkey

Bibliographic information

  • DOI https://doi.org/10.1007/978-981-13-7924-6
  • Copyright Information Springer Nature Singapore Pte Ltd. 2019
  • Publisher Name Springer, Singapore
  • eBook Packages Business and Management
  • Print ISBN 978-981-13-7923-9
  • Online ISBN 978-981-13-7924-6
  • Series Print ISSN 2509-7873
  • Series Online ISSN 2509-7881
  • Buy this book on publisher's site