Research Handbooks in Business and Management series
Edited by Ronald Paul Hill and Ryan Langan
The title of this volume has meanings that we hope do not escape the reader. Marketing comes first, so that we are talking about marketing and corporate social responsibility (CSR), not the other way round. It may seem a subtle point but it begs the larger question: does marketing drive social responsibilities associated with various stakeholders? If it does, then the role of marketing is much broader than many in the field might have anticipated. Of course, it makes sense if one recognizes the boundary-spanning role of the field and its charge to understand consumers from their points of view. If marketing has the capacity to get underneath wants and needs of generations of people across nations, cultures and product categories, then why can’t practitioners use the same skill set for other populations of interest? The simple answer is that they can and do, or should. Thus the title is probably correct if the field hopes to maximize the potential contributions of socially responsible behaviors to the bottom line in particular as well as to humankind in general. While such simple statements can be supported by research, the relationship between marketing and social responsibility is complex, as noted by the various contributions in this book. As you might imagine, we wanted to develop a cutting-edge framework that covered the most important but also up-and-coming areas within this domain.