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Responsible marketing is a relatively new addition to the marketing lexicon, and for some, it has one meaning only—marketing that is responsible to the environment. But that’s only part of the story. As marketers, we also have responsibilities to our shareholders, our clients or customers, our associates, our communities and our families. And these responsibilities are not mutually exclusive. In fact, like the things that make up our environment—air, water, plants, animals—they
This book is a way of sharing some knowledge and insights on responsible marketing. It’s designed to be read in bites—you can pick and choose whatever strikes you at the moment.