New PDF release: Corporate Social Responsibility und Marketing: Eine

By Marcel Stierl, Arved Lüth

ISBN-10: 3658077611

ISBN-13: 9783658077617

ISBN-10: 365807762X

ISBN-13: 9783658077624

Zur praktischen Umsetzung von company Social Resonsibility (CSR) stellen Marcel Stierl und Arved Lüth erstmals das Konzept des transformativen advertising and marketing vor und ergänzen es mit instruments aus der Beratungspraxis. Konkrete Instrumente und Fallbeispiele erleichtern eine Umsetzung von CSR in die Unternehmenspraxis. CSR ins advertising zu integrieren, bedeutet die eigene Geschäftstätigkeit ökonomisch, ökologisch und sozial weiterzuentwickeln und sich gegenüber seinen Stakeholdern entsprechend zu positionieren. Zusätzlich sollten Stakeholder zu nachhaltigen Verhaltensweisen informiert und animiert werden.

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Extra resources for Corporate Social Responsibility und Marketing: Eine Einführung in das Transformative Marketing in Theorie und Praxis

Sample text

2012). The effects of corporate social responsibility on employees’ affective commitment: A cross-cultural investigation. Journal of Applied Psychology, 97(6), 1186–1200. , Schmidt, F. , & Rynes, S. L. (2003). Corporate social and financial performance: A meta-analysis. Organization Studies, 24(3), 403–441. PEFC. de/. Zugegriffen: 12. Feb. 2014. Porter, M. , & Kramer, M. R. (2011). Die Neuerfindung des Kapitalismus. Harvard Business Manager, 33, 59–75. Scharmer, C. O. (1996). Reflexive Modernisierung des Kapitalismus als Revolution von innen: Auf der Suche nach Infrastrukturen für eine lernende Gesellschaft.

2010. 3 Vgl. Lüth und Wenzel 2007. 4 Vgl. Porter und Kramer 2011. 1 Voraussetzungen für ein transformatives Marketing 1XW]HQIU GLH *HVHOOVFKDIW 6WDNHKROGHU 9DOXH 6KDUHG9DOXH 6KDUHKROGHU 9DOXH 1XW]HQIUGDV 8QWHUQHKPHQ Abb. 1 Shared Value-Konzept. (Vgl. 5 Worin besteht die individuelle unternehmerische Verantwortung des Unternehmens? Was also sind die relevanten, die wesentlichen Themen eines Unternehmens? „Wesentlichkeit“ oder Materialität ist keineswegs ein Fachbegriff des Nachhaltigkeitsmanagements.

Wiesbaden: Gabler. , & Bornemann, T. (2013). Corporate social responsibility in business-to-business markets: How organizational customers account for supplier corporate social responsibility engagement. Journal of Marketing, 77, 54–72. , & Hoyer, W. D. (2009). Social Identity and the service-profit chain. Journal of Marketing, 73(2), 38–54. Institut für Demoskopie Allensbach (2012). Wirtschaftliches Verständnis und ordnungspolitische Positionen der Bevölkerung. Allensbach. International Integrated Reporting Council.

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Corporate Social Responsibility und Marketing: Eine Einführung in das Transformative Marketing in Theorie und Praxis by Marcel Stierl, Arved Lüth


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