Socially Responsible Marketing

Abstract

Corporate social responsibility (CSR) is closely interrelated with marketing concept. For some CSR can be viewed as “a ‘product’ which is offered implicitly by the firm to its various publics and is therefore the focus of an exchange process between the firm and society”, these products include “all positive or negative social goods… or services” (Murray K. B. & Montanari J. B. Academy of Management Review 11:817 1986). Although some companies merely view CSR as a tool to attract more customers towards their products and services when it is carefully formulated and implemented it can create positive implications on stakeholders. Marketing can contribute to this process a lot. The chapter focuses on the critical role of marketing in CSR. It first clarifies the concept by distinguishing it from the similar themes such as societal or sustainable marketing. Then it discusses how CSR can be integrated into the process of marketing in terms of developing pricing promoting and distributing a product responsibly. © 2022 Elsevier B.V. All rights reserved.