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Corporate social responsibility (CSR) : an international marketing approach

Author: Kolja Paetzold
Publisher: Hamburg : Diplomica-Verlag, 2010.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Database:WorldCat
Summary:
This book presents the main framework of Corporate Social Responsibility (CSR) in connection with International Marketing. It includes the CSR background, such as its history and examples of how organizations implemented/can implement the philosophy of CSR into their core business. It is also illustrated how companies and organizations can control and measure their social actions. Furthermore, the advantages and  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Paetzold, Kolja.
Corporate Social Responsibility (CSR): an International Marketing Approach.
: Diplomica Verlag, ©2010
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Kolja Paetzold
ISBN: 9783836646154 3836646153
OCLC Number: 754888330
Description: 1 online resource (v, 84 pages) : illustrations (some color), color portrait
Contents: 1. Introduction; 2. The CSR Approach; 3. Benchmarking CSR; 4. Role and Potential of CSR shown on 4 Aspects; 5. Critical Review on Greenwashing; 6. CSR as a Marketing Approach; 7. International Valuation of CSR with Focus on Marketing; 8. Conclusion.
Responsibility: Kolja Paetzold.

Abstract:

This book presents the main framework of Corporate Social Responsibility (CSR) in connection with International Marketing. It includes the CSR background, such as its history and examples of how organizations implemented/can implement the philosophy of CSR into their core business. It is also illustrated how companies and organizations can control and measure their social actions. Furthermore, the advantages and disadvantages of the CSR implementation within an organization were compared. This allows the reader to understand which actions are beneficial for the organization and those that are not. The potential of CSR is illustrated by several aspects, followed by a comparison of the results. Greenwashing is of great interest for the everyday person who buys products with the thought of doing something good, for example, in connection with the environment, human rights, etc. One chapter solely concentrates on this subject, demonstrating how people can avoid paying more for a product with false claims, thus abusing their good will to care about social aspects. Greenwashing is part of this book, because it can also be seen as a marketing strategy, misleading conscious consumers, bluntly called fraud.

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