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Handbook of Research on Marketing and Corporate Social Responsibility

Edited by Ronald Paul Hill, Villanova University, US and Ryan Langan, Assistant Professor of Marketing, University of San Francisco, US
The strategic importance of Corporate Social Responsibility for both large and small businesses only continues to grow. This Handbook explores the complex relationship between marketing and social responsibility, with a focus on marketing as a driver for CSR initiatives.
Extent: 432 pp
Hardback Price: $225.00 Web: $202.50
Publication Date: 2014
ISBN: 978 1 78100 378 7
Availability: In Stock
Paperback Price: $65.00 Web: $52.00
Publication Date: 2016
ISBN: 978 1 78536 866 0
Availability: In Stock
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  • Business and Management
  • Corporate Social Responsibility
  • Marketing
The strategic importance of Corporate Social Responsibility for both large and small businesses only continues to grow. This Handbook explores the complex relationship between marketing and social responsibility, with a focus on marketing as a driver for CSR initiatives.

Written by many of the leading scholars in the field, this is the first collection to examine CSR from a variety of marketing dimensions and a diverse set of cross-cultural perspectives, including consumer behavior, strategy, and public policy. The authors examine whether CSR holds equal value for both businesses and nonprofit organizations, and explore what happens when businesses fail to meet their larger social responsibilities. They also investigate potential consequences and the possibility that firms might do both good and harm while pursuing CSR initiatives.

The conceptual and empirical insights found in this Handbook make it a useful resource for practitioners and an invaluable supplement to marketing curricula.
Contributors: L. M. Aksoy, K. L. Becker-Olsen, E. Bigne, C.L. Bowen, D. L. Cassill, C. Corus, R. Curras-Perez, M. e. Drumright, A. Ekpo, L. Ferrell, O.C. Ferrell, F. Guzman, G. R. Henderson, R.P. Hill, Y. A. Komarova, G. R. Laczniak, R. Langan, D.R. Lehmann, S. Lopez, D. M. Martin, K. D. Martin, J. G. Mikeska, P. E. Murphy, J. L. Ozanne, M. Pirson, F.F. Quinn, J. M. Rapp, H. Ryu, J. Sawayda. J. Schouten, N. C. Smith, C. R. Taylor, D.M. Thorne, H. Weijo, Z. Yvaire
Contents:

Introduction
Ronald Paul Hill

PART I: THE MARKETING AND CORPORATE SOCIAL RESPONSIBILITY NEXUS
1. Research at the Intersection of Marketing and CSR
Ryan Langan

2. The Domain of Corporate Social Responsibility and Marketing
O.C. Ferrell, Linda Ferrell and Jennifer Sawayda

3. The Relationship between Marketing Ethics and Corporate Social Responsibility: Serving Stakeholders and the Common Good
Gene R. Laczniak and Patricm E. Murphy

PART II: MARKETING STRATEGY AND CORPORATE SOCIAL RESPONSIBILITY
4. Organizational Congruence with Socially Responsible Behaviors
Minette E. i Drumright

5. Effective Communications with Stakeholders
Floyd F. Quinn and Debbie M. Thorne

6. Against Ethics and CSR: A Call for a Science-Based Market-Holistic Approach to Sustainability in Business
Henri Weijo, Diane M. Martin and John W. Schouten

PART III: CONSUMER BEHAVIOR AND CORPORATE SOCIAL RESPONSIBILITY
7. The CSR Conundrum: Understanding Consumer Response to Corporate Social Responsibility
Karen L. Becker-Olsen

8. Finding the Link between CSR Initiatives and Consumers: The Role of Benefits and Consumer-Company Identification
Enrique Bigne and Rafael Curras-Perez

9. Modeling Non-Consumer Behavior: Consumption-as-Restriction and Corporate Social Responsibility
Justine M. Rapp, Ronald Paul Hill and Donald R. Lehmann

PART IV: GLOBAL ISSUES IN MARKETING AND CORPORATE SOCIAL RESPONSIBILITY
10. Consumers and CSR Understanding: Nuances in Consumer Perceptions of Corporate Responsibility Initiatives
Sofia Lopez and N. Craig Smith

11. Corporate Social Responsibility: A Look at Eastern Nations
Charles R. Taylor, C. Luke Bowen and Hoin Ryu

12. A Latin American View of CSR and Marketing
Francisco Guzman

PART V: MARKETING PUBLIC POLICY AND CORPORATE SOCIAL RESPONSIBILITY
13. What Can Ants Tell Us About Corporate Social Responsibility?
Deby L. Cassill

14. Mandating Socially Responsible Behavior
Michael Pirson, Lerzon M. Aksoy and Yuliya A. Komarova

15. Good from ‘Evil’: The Polarizing Effects of Corporate Social Responsibility for Controversial Companies
Geraldine Rosa Henderson, Akon Ekpo and Zachary Yvaire

PART VI: PERSPECTIVES ON MARKETING AND CORPORATE SOCIAL RESPONSIBILITY
16. A Global Perspective for Responsibly Serving Customers
Ronald Paul Hill and Kelly D. Martin

17. The Rising Tide of Corporate Accountability: Deliberative and Participatory Methods for Positive Impact
Canan Corus and Julie L. Ozanne

18. Doing Harm While Attempting Good: A Critical Eye on Corporate Social Responsibility
Justine M. Rapp and Jessica G. Mikeska

Index