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Corporate Social Responsibility (CSR): an International Marketing Approach

:	Kolja Paetzold
:	Corporate Social Responsibility (CSR): an International Marketing Approach
:	Diplomica Verlag GmbH
:	9783836646154
:	1
:	CHF 20.60
:

:	Management
:	English

:	92
:	kein Kopierschutz/DRM
:	PC/MAC/eReader/Tablet
:	PDF

This book presents the main framework of Corporate Social Responsibility (CSR) in connection with International Marketing. It includes the CSR background, such as its history and examples of how organizations implemented/can implement the philosophy of CSR into their core business. It is also illustrated how companies and organizations can control and measure their social actions. Furthermore, the advantages and disadvantages of the CSR implementation within an organization were compared. This allows the reader to understand which actions are beneficial for the organization and those that are not. The potential of CSR is illustrated by several aspects, followed by a comparison of the results.
Greenwashing is of great interest for the everyday person who buys products with the thought of doing something good, for example, in connection with the environment, human rights, etc. One chapter solely concentrates on this subject, demonstrating how people can avoid paying more for a product with false claims, thus abusing their good will to care about social aspects. Greenwashing is part of this book, because it can also be seen as a marketing strategy, misleading conscious consumers, bluntly called fraud.
This book demonstrates how CSR can be seen as a marketing tool on an international level, through which organizations can increase not only their assets, but also their reputation making it more attractive for potential new partners and employees.

	Table of Contents	3
	List of Figures	4
	List of Abbreviations	5
	1. Introduction	7
	2. The CSR Approach	9
	2.1 History and Definitions of CSR	9
	2.2 Company’s Motivation for CSR	14
	2.3 Examples of CSR carried out	16
	2.3.1 Investing in NGOs	16
	2.3.2 McDonald’s CSR Activities	17
	3. Benchmarking CSR	24
	3.1 Advantages of Benchmarking	27
	3.1.1 Advantages for the Company	27
	3.1.2 Advantages for the Stakeholders	29
	4. Role and Potential of CSR shown on 4 Aspects	31
	4.1 Human Resources	31
	4.2 Brand Differentiation	36
	4.3 Corporate Reputation	39
	4.4 Corporate Social Marketing	40
	4.5 Similarities between Aspects	43
	5. Critical Review on Greenwashing	50
	5.1 Green Marketing as a Countermeasure	53
	5.2 Possible Effects of Greenwashing	56
	6. CSR as a Marketing Approach	58
	6.1 The Role of Marketing in CSR	58
	6.2 CSR Marketing Commitments – The Company’s Approach	60
	6.2.1 Corporate Cause Promotion	60
	6.2.2 Cause-Related Marketing	62
	6.2.3 Corporate Philanthropy	66
	6.2.4 Green Marketing	68
	6.3 NGOs as Most Prominent Partners for Companies	69
	7. International Valuation of CSR with Focus on Marketing	71
	7.1 Transferring CSR to an International Marketing Level	76
	7.2 Examination of International Marketing Potential of CSR Activities	78
	8. Conclusion	83
	Bibliography	86
	Lebenslauf	91