Corporate social responsibility marketing is not an oxymoron. Senior executives in the corporate world have begun to recognize the importance of effectively communicating their efforts on sustainability and green initiatives.
They can see that this is an important way of building their customer base at a time when social responsibility is becoming more important to consumers. Still, there are many executives that misunderstand the best ways of designing and implementing social responsibility marketing programs. They fail to fully capitalize on the potential of these campaigns because they only focus on the most obvious routes of getting attention.
Some companies are beginning to recognize that they need focus on targeting key stakeholders with their social responsibility marketing initiatives. Practically, this begins with a bottom-up approach of value creation with stakeholders, via focus groups and similar market research efforts.
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