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SOCIAL CAUSE MARKETING
Social Cause Marketing As a Tool: Promotion of Social Responsibility
-- Dr. Matjaž Mulej and Damijan Prosenak
Happiness is very essential for the society's
well-being (WB), but creativity and social responsibility
(SR) provide more to the happiness quotient of the individuals, as the latter
are based on ethics of interdependence of human beings. Creative cooperation is necessary for
a requisitely holistic society. The article emphasizes that marketers can contribute to
successful SR management by bundling various SR initiatives and expanding their focus
beyond customers to include other stakeholders.
© 2009 Damijan Prosenak and Dr. Matjaž Mulej. All Rights Reserved.
SOCIAL CAUSE MARKETING
Social Cause Marketing: The CSR Responsibility of B-Schools
-- Dr. Mercia Selva Malar
Social Cause Marketing being a part of CSR can be an acceptable and relevant area for
B-Schools to contribute to and experiment with. The involvement of B-Schools would enrich
the experience of students in learning the concept, leading to lasting impact on their career.
Above all, the world would be a better place to live in with SCM in place and
B-Schools showing keen and genuine interest in it.
© 2009 Mercia Selva Malar. All Rights Reserved.
SOCIAL CAUSE MARKETING
The Noble and Necessary
Job of a Manager: Keys to Great Performance Management
-- Dan Coughlin
When it comes to dramatically improving the US economy, the most important person
in making it happen is a business manager. Time is one fixed resource that all managers
have. Obviously the tighter money becomes, the harder it is for a manager to obtain all of the
other resources he or she wants to create value for other people.
© 2009 Dan Coughlin. All Rights Reserved.
SOCIAL CAUSE MARKETING
Cause Marketing: A Historical and Critical Perspective
-- Inger L Stole
One of the problems associated with cause marketing is its tendency to commercialize
the philanthropic process. Many consumers now limit their philanthropic involvement to the
cash register, believing that by purchasing products that generate charitable donations, they
are doing enough to contribute to social causes. This makes nonprofits even more eager to get
a piece of the action. One of the latest trends in the world of cause marketing is the presentation
of workshops for training nonprofits in how to market themselves to potential businesses partners.
© 2009 Inger L Stole. All Rights Reserved.
SOCIAL CAUSE MARKETING
Surprising Facts About Prototypes: Protracted Innovation
-- Dr Gary Oster
Media depictions of a single, perfect prototype presented with fanfare to clients at the end of
the innovation cycle misrepresent the purpose and value of prototypes. Quick, inexpensive,
and highly visual prototypes should instead be routinely used to promote a dynamic,
ongoing conversation within and outside the corporation to elicit emotional responses, discovering
and articulating customer needs, and engendering additional valuable innovation ideas.
This article asserts that employees at all levels should routinely be prototyping every
potential product, service, idea, or environment. Similarly, corporate leaders need to expand their
vision and use of prototypes to gain an insight into much-needed organizational capabilities,
future products, services, and ideas and areas of expansion that may enhance corporate viability
and profitability.
© 2009 IUP, All Rights Reserved.
SOCIAL CAUSE MARKETING
The Human Side of Business and Marketing: Visible Efforts and Invisible Benefits
-- Guillermo J D'Andrea
With a more human approach, marketing practices will focus on consumer growth and
the development of society, going beyond product specificities and consumption conditions.
This vision turns marketing operations into a human endeavor that zeroes in on people,
contributing not only to their wellbeing but also to their individual and social advancement. Thus,
an aesthetic and social concern complements the ethical dimension that rules behavior,
providing a more complete, well-rounded notion of human beings.
© 2009 Guillermo J D'Andrea. All Rights Reserved.
SOCIAL CAUSE MARKETING
Motivations for Corporate Citizenship
-- Dr. Prasenjit Maiti
This article makes a politico-sociological attempt to analyze the real factors that drive
the apparently philanthropic notion of Corporate Social Responsibility (CSR) or
Corporate Citizenship towards policy-level implementation and praxes. Various reasons such as
image-building exercises, confidence-building measures, power politics, bargaining
strategies, negotiations and compromises, altruism, accountability towards the concept of
Sustainable Development (if not inclusive growth!) and Good (Corporate) Governance are examined in
the process. The article tentatively concludes that CSR is rather situation-specific.
© 2009 Dr. Prasenjit Maiti. All Rights Reserved.
PERSPECTIVE
The Moral of the Moment… : Social Cause Marketing
-- Rob Jolles
© 2009 Job Rolles. All Rights Reserved.
LEADERSHIP
Women Leaders: What Makes Them Successful
-- GRK Murty
The efficacy of McKinsey's new approach to leadership—Centered leadership—that
is supposed to help women become more self-confident and effective business leaders,
is explained through Valmiki's Sita in his epic, Ramayana.
© 2009 IUP, All Rights Reserved.
INTERVIEW
Social marketing can be a single idea or it can be a cascade of many ideas that
are campaignable. Tata Tea Jaago Re is a single idea. An idea that attains
relevance during election time in a big way. This single idea can be used in different
ways altogether. The joy of this idea lies in the fact that tea is a wake-up stimulant.
-- Harish Bijoor
INTERVIEW
The bottom line is that the techniques employed in creating the messages in
Social Marketing (produced and distributed solely by a government agency, NGO or
non-profit) and Cause Marketing (the product of a corporate-cause partnership) are
exactly the same. The differences are in the areas of funding and distribution.
-- Richard M Earle
INTERVIEW
HR, anywhere and everywhere needs to be sensitive to all situations, but
proactive and swift. People in HR need to understand and balance their skills between
two sets of needs – those of the individual employee and those of the company as
a whole. Most HR departments play a major balancing role between these two,
to seek out the most effective and least painful method.
-- Tapan Mitra |
