Handbook of Research on Marketing and Corporate Social Responsibility
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Handbook of Research on Marketing and Corporate Social Responsibility

Edited by Ronald Paul Hill and Ryan Langan

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.
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Chapter 2: The domain of corporate social responsibility and marketing

O.C. Ferrell, Linda Ferrell and Jennifer Sawayda


The interest and enthusiasm for corporate social responsibility (CSR) has been widely documented in the marketing literature (Maignan and Ferrell 2004; Kotler and Levy 1969; Sen et al. 2006; Bhattacharya and Korschun 2008). Over the past 50 years, the nature and scope of marketing have been broadened to include concern for social and consumer welfare issues as well as frameworks for the inclusion of CSR in strategic marketing (Maignan et al. 2011). As marketing has evolved beyond the boundaries of economic exchanges, it has become a discipline in which integration with society has become increasingly necessary for success. The domain of CSR and marketing as defined by Wilkie and Moore (2012) highlights a broad emphasis by subdividing the current research of marketing and society into eight main sub-disciplines: public policy and marketing, macromarketing, consumer economics, marketing ethics, international consumer policy, transformative consumer research, and the subsistence marketplace initiative. Although the field lacks a unified consensus, marketing and society’s broad nature provides marketing scholars with a wide range of research opportunities to pursue. We feel that this description offers a foundation for understanding the domain of CSR and marketing. There are different perspectives of CSR and marketing, including descriptive and normative, macro and micro, ethical and unethical, strategic and tactical decisions, regulatory and volunteer, and appliance toward issues that have an impact on society.

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