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Tekijä:Hildebrand, D.
Sen, S.
Bhattacharya, C.B.
Otsikko:Commentary. Corporate social responsibility: a corporate marketing perspective
Lehti:European Journal of Marketing
2011 : VOL. 45:9/10, p. 1353-1364
Asiasana:social responsibility
COMPANIES
marketing
marketing strategy
Vapaa asiasana:corporate identity
Kieli:eng
Tiivistelmä:Purpose of this paper is to provide integrative understanding of corporate social responsibility (CSR) from a corporate marketing perspective. The paper is based on literature concerning about the social identification, organizational identity and corporate marketing. The study provides an identity-based conceptualization of CSR. The paper positions CSR as an optimal managerial tool for promoting alignment between multiple corporate identities.
SCIMA tietueen numero: 275901
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