Social Responsibility in Marketing: A Proactive and Profitable Marketing Management Strategy

By A. Coskun Samli | Go to book overview

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Social Responsibility in Marketing: A Proactive and Profitable Marketing Management Strategy
Table of contents

Table of contents

  • Title Page iii
  • Contents vii
  • Exhibits ix
  • Preface xi
  • Introduction 1
  • References 4
  • 1 - Socially Responsible Marketing Is Good Marketing 5
  • Summary 19
  • References 20
  • 2 - Social Responsibility: a Historical Perspective 21
  • Introduction 21
  • Summary 36
  • References 38
  • 3 - Redirection in Social Responsibility 41
  • Summary 49
  • 4 - The Myth of the Equal Opportunity Consumer 51
  • Summary 62
  • Appendix the Elderly and Equal Opportunity 63
  • 5 - Distorted Risk Management as It Affects Underprivileged Consumers 69
  • Summary 80
  • References 82
  • 6 - Why Ethics Do Not Work 85
  • Summary 94
  • References 95
  • 7 - Social Responsibility from a Consumerism Perspective 97
  • Summary 111
  • References 113
  • 8 - Developing Consumer-Friendly Products 115
  • Summary 124
  • 9 - Developing Consumer-Friendly Services 127
  • Summary 141
  • References 143
  • 10 - Developing Environment-Friendly Products 145
  • Introduction 145
  • References 158
  • 11 - The Changing Economic Power Structure and Marketing 159
  • Summary 168
  • References 169
  • 12 - Marketing Efficiency versus Marketing Effectiveness 171
  • Introduction 171
  • Summary 179
  • References 180
  • Epilogue 181
  • Selected Bibliography 187
  • Index 195
  • About the Author 199
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