Nature Of Corporate Social Responsibility From The Point Of Marketing Management View And Application Of Content Analysis On Social Responsibility Projects
Abstract
Keywords
References
- Clow, Kenneth E., Baack Donald (2004). Integrated Advertising, Promotion, and Marketing Communications, Pearson Prentice Hall, New Jersey, p.413.
- Kerin, Roger A., Peterson Robert A. (2004). Strategic Marketing Problems Cases and Comments, Tenth Edition, Pearson Prentice Hall, New Jersey, p.15.
- West, Douglas, Ford John, Ibrahim Essam (2006). Strategic Marketing Creating
- Competitive Advantage, Oxford University Press Inc., New York, p.434. Sue Adkins (1999). Cause Related Marketing Who Cares Wins, Butterworth- Heinemann, Oxford, p.6.
- Keinert Christina (2008). Corporate Social Responsibility as an International Strategy,
- Physica-Verlag A Springer Company, Heidelberg, p.4. Marconi Joe, Cause Marketing : Build Your Image and Bottom Line Through Socially Responsible Partnerships, Programs, and Events, Dearborn Trade Publishing, a Kaplan Professional Company, p.2-8. Lynch Richard (2006). Corporate Strategy, Fourth Edition, Pearson Education Limited, England, p.367.
- Haywood Roger, Corporate Reputation, The Brand and the Bottom Line : Powerful Proven Communication Strategies for Maximizing Value, Kogan Page Limited, London, p.221. Pirtini, Serdar, Tığlı Mehmet, Çelik Candan (2006). “The Effects of Cause –Related
- Marketing Campaigns on Turkish Youth’s Consumption Behaviour and the Approach to Cause –Related Marketing in the Turkish Industry”, Corporate Responsibility and Global Business: Implications for Corporate and Marketing Strategy, THE ASPEN INSTITUTE Business and Society Program, Conference hosted by London Business School, Poster Session, 13-14 July 2006.
- Krippendorff, Klaus (2004). Content Analysis: An Introduction To Its Methodology ,
PAZARLAMA YÖNETİMİ AÇISINDAN KURUMSAL SOSYAL SORUMLULUK VE SOSYAL SORUMLULUK PROJELERİ ÜZERİNE BİR UYGULAMA
Abstract
Günümüzün iş dünyasında, kurumsal sosyal sorumluluk yeni bir yükselen
global trend olarak dikkate alınmaktadır. Özellikle son yıllarda kurumlar,
değişen pazar dinamikleri ve müşteri beklentileri çerçevesinde toplumsal
anlamda sosyal sorumluluk rollerini anlamaya ve bunu en doğru şeklilde
konumlandırmaya çalışmaktadırlar. Öyle ki; kâr amaçlı organizasyonlar ve
kâr amacı gütmeyen örgütlerin tamamında, kamuoyunda güçlü bir marka
iletişimi oluşturabilme yönünde kurumsal sosyal sorumluluk projejleri
adına güçlü bir uzlaşma olduğu görülmektedir. Bu gelişmelerin bir
yansıması olarak da bir çok kuruluş, sosyal sorumluluk kampanyaları
yapmayı öncelikli gündem maddelerinin başına almaktadırlar. Bu
çalışmada, örnek olarak seçilen farklı sektörlerden yerli ve global ölçekteki
firmaların kurumsal sosyal sorumluluk projelerine ilişkin proje isimleri,
amaçları, içerikleri ve pazarlama yönetimi açısından kazandırdıkları
üzerine kalitatif bir araştırma tekniği olarak içerik analizi uygulanmış ve
yorumlanmıştır.
References
- Clow, Kenneth E., Baack Donald (2004). Integrated Advertising, Promotion, and Marketing Communications, Pearson Prentice Hall, New Jersey, p.413.
- Kerin, Roger A., Peterson Robert A. (2004). Strategic Marketing Problems Cases and Comments, Tenth Edition, Pearson Prentice Hall, New Jersey, p.15.
- West, Douglas, Ford John, Ibrahim Essam (2006). Strategic Marketing Creating
- Competitive Advantage, Oxford University Press Inc., New York, p.434. Sue Adkins (1999). Cause Related Marketing Who Cares Wins, Butterworth- Heinemann, Oxford, p.6.
- Keinert Christina (2008). Corporate Social Responsibility as an International Strategy,
- Physica-Verlag A Springer Company, Heidelberg, p.4. Marconi Joe, Cause Marketing : Build Your Image and Bottom Line Through Socially Responsible Partnerships, Programs, and Events, Dearborn Trade Publishing, a Kaplan Professional Company, p.2-8. Lynch Richard (2006). Corporate Strategy, Fourth Edition, Pearson Education Limited, England, p.367.
- Haywood Roger, Corporate Reputation, The Brand and the Bottom Line : Powerful Proven Communication Strategies for Maximizing Value, Kogan Page Limited, London, p.221. Pirtini, Serdar, Tığlı Mehmet, Çelik Candan (2006). “The Effects of Cause –Related
- Marketing Campaigns on Turkish Youth’s Consumption Behaviour and the Approach to Cause –Related Marketing in the Turkish Industry”, Corporate Responsibility and Global Business: Implications for Corporate and Marketing Strategy, THE ASPEN INSTITUTE Business and Society Program, Conference hosted by London Business School, Poster Session, 13-14 July 2006.
- Krippendorff, Klaus (2004). Content Analysis: An Introduction To Its Methodology ,
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | July 1, 2010 |
| Published in Issue | Year 2010 Volume: 6 Issue: 2 |