| Sumario: | This book explores the concept of socially responsible marketing, emphasizing the importance of aligning marketing strategies with ethical, environmental, and social considerations. It discusses the role of marketing in satisfying consumers' needs while also addressing the impact of marketing actions on stakeholders. Key topics include the application of ESG (Environmental, Social, and Governance) criteria, the significance of sustainable product offerings, and the management of intangible assets like reputation and legitimacy. The authors aim to guide marketing professionals in designing responsible marketing strategies, developing corporate volunteer programs, and effectively communicating their social responsibility initiatives. Targeted at marketing professionals and business leaders, the book provides insights into integrating social responsibility into marketing practices to achieve competitive advantage and meet the expectations of modern consumers.
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