Based on chapter 21 of Kotler book , "Managing a Holistic Marketing Organization for the Long Run".

1. How can
companies be
responsible
social
marketers?

3. Firms of Endearment
Those firms with a culture of caring that serves
the interests of their stakeholders, defined by
acronym SPICE: Society, Partners, Investors,
Customers and Employees.

4. Driving Forces behind Corporate Social
Responsibility
Rising Customer Expectations
Evolving employee goals and ambitions
Tighter government legislation and pressure
Investor interest in social criteria
Media scrutiny
Changing business procurement practices

6. Legal Behavior
Organizations must ensure every employee knows
and observes relevant laws

7. Ethical Behavior
Companies must adopt and disseminate a written
code of ethics , build a company tradition of
ethical behavior

8. Social Responsibility Behavior
Individual marketers must exercise their social conscience
in specific dealings with customers and stakeholders

9. Sustainability
The ability to meet human needs without harming
future generations- now tops many corporate agendas

11. Cause Related Marketing
A type of marketing
involving the
cooperative efforts of a
profit business and non-
profit organization for
mutual benefit

12. Cause related
marketing
supports a cause
Social
marketing
furthers a
cause

13. Created By : Shubham
Maheshwari , IIT Guwahati
During an internship by Prof. Sameer
Mathur, IIM Lucknow.
www.IIMInternship.com