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市场营销和企业社会责任(CSR)。将营销和社会因素的概念作为一种营销策略

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发布于 2018-4-16 15:44:00 | 显示全部楼层 |阅读模式
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外文标题: Marketing and Corporate Social Responsibility (CSR).
Moving between broadening the concept of marketing
and social factors as a marketing strategy
外文摘要: In recent years, Corporate Social Responsibility (CSR) has been addressed and managed
by all types of companies and organizations in several ways. It has also led both business
people and scholars to articulate varied interests on the incorporation of this concept into their
activities. Accordingly, this article seeks to relate the CSR concept to marketing by presenting
a classification of different theoretical perspectives according to which these two constructs
are interrelated.
It is important to evaluate the ways in which marketing managers can apply CSR-related
activities to generate value for their various stakeholders. It is just as important to advance
knowledge on CSR implementation in the field of marketing through this literature review and
corresponding empirical evidence.
英关键词: CSR; Marketing; Schools of marketing thought; Strategy
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译文标题: 市场营销和企业社会责任(CSR)。将营销和社会因素的概念作为一种营销策略
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