Making a Difference Through Marketing : A Quest for Diverse Perspectives / edited by Carolin Plewa, Jodie Conduit.

Format:

Book

Contributor:

Plewa, Carolin., Editor.

Conduit, Jodie., Editor.

Language:

English

Subjects (All):

Marketing.

Business ethics.

Health promotion.

Business Ethics.

Health Promotion and Disease Prevention.

Local Subjects:

Marketing.

Business Ethics.

Health Promotion and Disease Prevention.

Physical Description:

1 online resource (280 p.)

Edition:

1st ed. 2016.

Place of Publication:

Singapore : Springer Singapore : Imprint: Springer, 2016.

Summary:

This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. As such, it provides readers with a comprehensive, contemporary perspective on marketing practice with an emphasis on the role of marketing in making a difference. Organisations are interwoven with the society in which they operate and are thus commonly expected to shoulder some responsibility in advancing that society. While there has been significant academic and practitioner focus on corporate social responsibility (CSR), research is often limited to the organisational benefits and implementation of CSR initiatives. In contrast, this book presents a broader perspective, highlighting a variety of actors and approaches that are making a difference to their various stakeholder groups, specifically in the areas of sponsorship, consumer behaviour, education, health and innovation.

Contents:

The Question of Sponsorship Effectiveness

Leveraging Research on Activation: Quester and Thompson’s (2001) Impact on the Field of Sponsorship

Sponsorship-Linked Attitudes of Employees of Sponsoring Firms: SMEs vs Large Organisations

Connected Stadium: A Pillar for Football Clubs’ Marketing Development?

Knowing Me, Knowing You: Mentorship, Friendship, and Dancing Queens

Beyond the Obvious: Facets of Diversity in Marketing Student Groups

Student Engagement: A Multiple Layer Phenomenon

Marketing - Making a Difference for Entrepreneurial Universities

Improving Innovation Process Performance and Service Quality in Innovation Networks

Promoting Public Health: Understanding the Limitations of Marketing Principles and the Need for Alternative Approaches

Contemporary Young Consumers and Food Consumption – Implications for Social Marketing and Research .

Notes:

Description based upon print version of record.

Includes bibliographical references at the end of each chapters.

ISBN:

981-10-0464-1