How can companies be responsible social marketers?
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Transcript of How can companies be responsible social marketers?
HOW CAN COMPANIES BE
RESPONSIBLE
SOCIAL MARKETERS?
I have never known much good done by those who profess to trade for the public good.
Adam Smith, 1776
Milton Friedman
Social initiatives are fundamentally subversive because they undermine profit-seeking purpose
WHAT
THE..
CRITIC!?!
LEGAL
BEHAVIOUR
ETHICAL
BEHAVIOUR
SOCIAL
RESPONSIBILITY
BEHAVIOUR
SUSTAINABILITY
SOCIALLY RESPONSIBLE BUSINESS MODELS
Corporations that give solutions and assess value in a socially
responsible way are likely to succeed.
CAUSE RELATED MARKETING
CAUSE-MARKETING BENEFITS & COSTS
Gone right! Gone wrong!
DESIGNING A CAUSE PROGRAM
CAUSE RELATED MARKETING
Making a
difference.
SOCIAL MARKETING
COGNITIVE CAMPAIGNS
ACTION CAMPAIGNS
BEHAVIOURAL CAMPAIGNS
VALUE CAMPAIGNS
Created by Deboleena Dutta, LSR,
during an internship by Prof.
Sameer Mathur, IIM Lucknow.
www.IIMInternship.com