This document discusses how companies can practice socially responsible marketing. It recommends a three-pronged approach: legal behavior by ensuring employees follow relevant laws, ethical behavior by adopting a written code of conduct addressing issues like bribery, and social responsibility behavior by effectively communicating CSR initiatives. Cause-related marketing is described as linking a product to a social cause to increase sales while also benefiting a cause. However, this approach risks backfiring if the link seems exploitative. The document advises blending CSR initiatives with marketing activities and notes that social marketing campaigns by non-profits can be complex and take time to have an effect.

1. Managing a
Holistic
Marketing
Organization for
the Long Run
Part 3

2. How can companies be
responsible social marketers?

3. Businesses have not always believed in the value of
social responsibility
I have never known much good done by
those who profess to trade for the public
good – Adam Smith

4. Forces driving CSR
Rising customer
expectations
Evolving employee
goals and ambitions
Tighter Government
legislations and pressure
Investor interest in
Social Criteria
Media scrutiny
Changing Business
Procurement practices

5. Socially responsible
marketing calls for a
3 pronged attack

6. Legal Behaviour
Firm must ensure every employee knows
and observes relevant laws

7. Hard to differentiate between
what is ethical and unethical.
Firms must adopt and disseminate
a written code of ethics
Bribery, theft of
trade secrets,
price fixing etc are
unethical.

8. Social responsibility behaviour
Communicating CSR is quite a challenge. Many a time, firms
become a target of criticism when adopting sustainability and
environmental initiatives.

9. How to blend CSR
initiatives with
marketing activities?

10. Cause related marketing
Cause marketing refers to “marketing
efforts that have at least one non
economic objective related to social
welfare and use the resources of the
company and/or of its partners” – Minette
Drumright and Patrick Murphy
Costs and Benefits

11. Could backfire if consumers question the link
between the product and the cause or see the
firm as exploitative and inconsistent.
Increase firm’s
market value
Drive salesEnhance firm’s public
image
Differentiated brand
positioning
Build strong
consumer bonds
Improve social
welfare

12. Social marketing:
Carried out by non profit and government
organizations to further a cause.
They are quite complex and usually take time to
take effect.

13. Recap:
Socially responsible Marketing: 3 pronged attack
Legal behaviour
Ethical behaviour
Social responsibility behaviour
Combining CSR initiatives with marketing practices.

14. Thank you