Description
Book SynopsisThis 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.
Table of Contents1 Overview
Ipek Altinbasak-Farina and Sebnem Burnaz
PART I Ethics in Marketing2 The Politics of Purchasing: Ethical Consumerism in TurkeyAbdulkadir Ozturk, Sima Nart, and Remzi Altunisik
3 Spark Emotions to Intensify Ethical SensitivityH. Eser Borak
4 Competitive Deviance from Ethicality: A Focus on Online SettingsGozde Nur Kazazoglu Sahin, A. Bengi Ozcivan, and Sebnem Burnaz
5 Ethics in Sustainabilty MarketingCanan Madran
PART II Social Responsibility in Marketing6 Consumer Perceptions and Responsiveness towards Corporate Social Responsibility Activities: A Sectoral OutlookHatice Aydin
7 Analyzing the Impact of Corporate Social Responsibility Perception on Organizational Identification from Employee Perspective Halil Emre Akbas, Serdar Bozkurt, Sadiye Oktay, and Semih Yilmazer
8 The Contribution of the UNGC to Develop CSR Strategies in Higher Education Industry: A Case StudyGresi Sanje and Eser Levi
9 Psychological Barriers to Environmentally Responsible ConsumptionInci Dursun
10 Corporate Social Responsibility In Packaging: Environmental and Social IssuesMeltem Kiygi Calli
11 A Study on the Impact of Mandatory Provisions on CSR Strategies of Indian Companies Supriti Mishra and Gargee Banerjee
PART III Sustainability in Marketing12 Non-Profit Foundation and Brand Alliances As A Reputation Management ToolMerve Yanar Gurce and Ibrahim Kircova
13 Sustainable Consumption: An Attempt to Develop A Multidimensional Voluntary Simplification Lifestyle ScaleEzgi Merdin-Uygur
14 Sustainability Practices of Higher Education Institutions: An Analysis from a Developing CountrySerap Atakan and Tutku Eker Iscioglu
15 Dynamics of Sustainable Entrepreneurship: A Proposed 4S Model Mine Yilmazer and Meltem Onay
16 Developing Sustainable Strategies at the Base of the PyramidRanjit Voola and Archana Voola
17 Do We Know Organic Food Consumers? Personal and Social Determinants of Organic Food Consumption Sevtap Unal, F.Gorgun Deveci, and Tugba Yılmaz
18 Profiling Green Consumers in an Emerging Country ContextIpek Altinbasak- Farina and Gozde Guleryuz-Turkel
About the AuthorsIndex
