Corporate Social Responsibility CSR an International Marketing Approach an International Marketing Approach 1st Edition by Kolja Paetzold 3836696150 9783836696159

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ISBN 10: 3836696150 
ISBN 13: 9783836696159
Author: Kolja Paetzold

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.

Corporate Social Responsibility CSR an International Marketing Approach an International Marketing Approach 1st Table of contents:

1. Introduction.

2. The CSR Approach

• 2.1 History and Definition of CSR.
• 2.2 Company’s Motivation for CSR.
• 2.3 Examples of CSR carried out….
  • 2.3.1 Investing in NGOs…
  • 2.3.2 McDonald’s CSR activities..

3. Benchmarking CSR

• 3.1 Advantages of Benchmarking.
  • 3.1.1 Advantages for the Company.
  • 3.1.2 Advantages for the Stakeholders..

4. Role and Potential of CSR shown on 4 Aspects

• 4.1 Human Resources..
• 4.2 Brand Differentiation.
• 4.3 Corporate Reputation.
• 4.4 Corporate Social Marketing.
• 4.5 Similarities between Aspects.

5. Critical Review on “Greenwashing”.

• 5.1 Green Marketing as a Countermeasure..
• 5.2 Possible Effects of Greenwashing.

6. CSR as a Marketing Approach.

• 6.1 The Role of Marketing in CSR..
• 6.2 CSR Marketing Commitments – The Company’s Approach…
  • 6.2.1 Corporate Cause Promotion
  • 6.2.2 Cause-Related Marketing.
  • 6.2.3 Corporate Philanthropy…
  • 6.2.4 Green Marketing..
• 6.3 NGOs as Most Prominent Partners for Companies.

7. International Valuation of CSR with focus on Marketing.

• 7.1 Transferring CSR to an International Marketing Level….
• 7.2 Examination of International Marketing Potential of CSR Activities..

8. Conclusion..

9. Bibliography…

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