Marketing communications and corporate social responsibility (csr): Marriage of convenience or shotgun wedding? [Book Review]

Journal of Business Ethics 88 (1):103 - 113 (2009)
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Abstract

This paper aims to examine the role(s) that the various vehicles of marketing communications can play with respect to communicating, publicising and highlighting organisational CSR policies to its various stakeholders. It will further endeavour to evaluate the impact of such communications on an organisation's corporate reputation and brand image. The proliferation of unsubstantiated ethical claims and so-called 'green washing' by some companies has resulted in increasing consumer cynicism and mistrust. This has made the task of communicating with, and more importantly convincing, an organisation's stakeholders vis-à-vis its CSR credentials even more difficult. This paper argues that marketing communications tools can play a major role in conveying a company's CSR messages and communicating a more socially responsible image

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References found in this work

The Four Faces of Corporate Citizenship.Archie B. Carroll - 1998 - Business and Society Review 100-100 (1):1-7.
The Four Faces of Corporate Citizenship.Archie B. Carroll - 1998 - Business and Society Review 100-100 (1):1-7.
Ethical behavior of marketing managers.David J. Fritzsche & Helmut Becker - 1983 - Journal of Business Ethics 2 (4):291 - 299.
The ethical business: challenges and controversies.Kamel Mellahi - 2003 - New York: Palgrave-Macmillan. Edited by Geoffrey Edward Wood.

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