Marketing socialmente responsable / Lourdes Rivero Gutiérrez, Ana Plaza Casado (coordinadoras) ; autores: Lucía Sutil Martín [and 15 more]

Format:

Book

Author/Creator:

Rivero Gutiérrez, Lourdes, author, editor.

Plaza Casado, Ana, author, editor.

Language:

Spanish

Subjects (All):

Economics.

Physical Description:

1 online resource (174 pages)

Place of Publication:

Madrid, Spain : Dykinson, S.L., [2024].

Summary:

This book explores the concept of socially responsible marketing, emphasizing the importance of aligning marketing strategies with ethical, environmental, and social considerations. It discusses the role of marketing in satisfying consumers' needs while also addressing the impact of marketing actions on stakeholders. Key topics include the application of ESG (Environmental, Social, and Governance) criteria, the significance of sustainable product offerings, and the management of intangible assets like reputation and legitimacy. The authors aim to guide marketing professionals in designing responsible marketing strategies, developing corporate volunteer programs, and effectively communicating their social responsibility initiatives. Targeted at marketing professionals and business leaders, the book provides insights into integrating social responsibility into marketing practices to achieve competitive advantage and meet the expectations of modern consumers. Generated by AI.

Notes:

Description based on publisher supplied metadata and other sources.

Part of the metadata in this record was created by AI, based on the text of the resource.

Description based on print version record.

ISBN:

84-10-70153-7

OCLC:

1441737162