TITLE

Selling Doing Good

AUTHOR(S)
Smith, J. Walker
PUB. DATE
January 2008
SOURCE
Marketing Management;Jan/Feb2008, Vol. 17 Issue 1, p56
SOURCE TYPE
Periodical
DOC. TYPE
Editorial
ABSTRACT
The author reflects on the social responsibility of businesses. Like never before, marketers are focusing on their social responsibility, acting in a global, environmentally-conscious manner. He argues that while marketing is all about moving merchandise and boosting the bottom line, in an increasingly competitive marketplace where consumers know virtually everything about what companies do and don't do, transactions trump good deeds. While corporate responsibility is undertaken as an obligation or duty and regarded as an exercise of goodwill, companies care about their reputations. Doing good is a boost for a company's image, which is why social responsibility is being touted by many brands as a reason to buy. In turn, that good becomes an attribute or feature of the product.
ACCESSION #
28351847

 

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