Connecting Strategic Marketing and Social Responsibility: Best Practices Resulting from Three Case Studies

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dc.contributor.advisorBaron, Robert
dc.contributor.advisorEspinosa, Tiffany
dc.contributor.advisorDornfeld, Barry
dc.contributor.authorKovan, Andrew
dc.contributor.programMA in Cultural Sustainabilityen_US
dc.date.accessioned2016-06-23T15:14:23Z
dc.date.available2016-06-23T15:14:23Z
dc.date.issued2016-06-23
dc.description.abstractStrategic brand marketing has a unique opportunity to connect with social responsibility to increase brand value and customer loyalty. By way of three case studies, this paper reviews three successful organizations that have integrated a strong social cause/issue with their strategic marketing, recognizing that at the center of each of the case studies is culture, and participants in culture. These brands have been able to create deeper connections with the audiences and cultural communities to which they market. And, as a result, both the brand and the cause can mutually benefit from the effort, thus sustaining – and even advancing – the social issue affecting culture in a positive manner. This reciprocal relationship between culture, communities/participants in culture and social issues can be affected by brands, if they approach the initiative strategically. This paper identifies several best practices to be used as tools by marketers in strategic planning and development when attempting to impact social issues.en_US
dc.format.extent24 p.en_US
dc.genrecapstonesen_US
dc.genrewhite papersen_US
dc.identifierdoi:10.13016/M2TB8K
dc.identifier.urihttp://hdl.handle.net/11603/3024
dc.language.isoen_USen_US
dc.relation.isAvailableAtGoucher College, Baltimore, MD
dc.rightsCollection may be protected under Title 17 of the U.S. Copyright Law. To obtain information or permission to publish or reproduce, please contact the Goucher Special Collections & Archives at 410-337-6347 or email archives@goucher.edu.
dc.rightsAttribution-NoDerivs 3.0 United States*
dc.rights.urihttp://creativecommons.org/licenses/by-nd/3.0/us/*
dc.subjectCultural Marketingen_US
dc.subjectStrategic Marketingen_US
dc.subjectMarketing Strategyen_US
dc.subject.lcshCultural sustainability -- Capstone (Graduate)
dc.subject.lcshSocial responsibility of business -- Case studies.
dc.subject.lcshSocial marketing -- Community participation.
dc.subject.lcshSocial marketing -- Moral and ethical aspects.
dc.titleConnecting Strategic Marketing and Social Responsibility: Best Practices Resulting from Three Case Studiesen_US
dc.typeTexten_US

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