This document discusses how companies can practice socially responsible marketing for long-term success. It recommends that companies ensure legal and ethical behavior, exercise social conscience with customers, and meet needs without harming future generations. Examples are given of top firms that demonstrate social responsibility through contributions to education and health. Cause-related marketing is also discussed as linking a firm's contributions to a cause with customer transactions.

1. MANAGING A HOLISTIC MARKETING ORGANIZATION
FOR THE LONG RUN
How can companies be responsible
social marketers?

7. Top Firms of
Endearment
Best buy BMW CarMax Caterpillar
Google eBay Honda Harley-Davidson
IKEA Johnson &
Johnson
Starbucks Timberland
UPS Toyota Wegmans Whole Foods
Jetblue IDEO Costco

8. 1

10. Legal
behavior

11. Organizations must ensure every
employee knows and observes relevant
laws.
Legal
behavior

12. Ethical
behavior

14. Social Responsibility Behavior

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

19. The ability to meet humanity’s needs without
harming future generations

20. 2

21. The Future holds a wealth of
opportunities.
Yet the socioeconomic, cultural and
natural environments will impose
new limits on marketing and
business practices.

22. Companies that innovate
solutions
and values in a socially
responsible
way….
are most likely to succeed…

23. These groups have traditionally
demonstrated socially
responsibility
behavior.

24. Companies such
as…
contribute significantly to education
and health related services.

25. 3

26. Cause related marketing links the firm’s contributions
to a designated cause to customers’ engaging directly
or indirectly in revenue producing transactions with
the
firm.

27. 3 Classic Cause Marketing
Programs

28. .
3 Classic Cause Marketing
Programs

29. 3 Classic Cause Marketing
Programs

30. 4

32. Where Do We Want To Go?
Where Are We?
How Will You Get There?
How Will We Stay On Course?
The Social Marketing Planning Process

33. Recap