MANAGING A HOLISTIC MARKETING ORGANIZATION

FOR THE LONG RUN

How can companies be responsible social marketers?

Top Firms of Endearment

Best buy BMW CarMax CaterpillarGoogle eBay Honda Harley-DavidsonIKEA Johnson &

JohnsonStarbucks Timberland

UPS Toyota Wegmans Whole FoodsJetblue IDEO Costco

1

Legal behavior

Organizations must ensure every employee knows and observes relevant laws.

Legal behavior

Ethical behavior

Social Responsibility Behavior

Individual marketers must exercise their social conscience in specific dealings with customers and stakeholders.

Social Responsibility Behavior

The ability to meet humanity’s needs without harming future generations

2Social Responsibility Business Models

The Future holds a wealth ofopportunities.

Yet the socioeconomic, cultural andnatural environments will imposenew limits on marketing andbusiness practices.

Companies that innovate solutionsand values in a socially responsibleway….

are most likely to succeed…

These groups have traditionallydemonstrated socially responsibilitybehavior.

Companies such as…

contribute significantly to educationand health related services.

3

Cause related marketing links the firm’s contributions to a designated cause to customers’ engaging directly or indirectly in revenue producing transactions with thefirm.

3 Classic Cause Marketing Programs

.3 Classic Cause Marketing Programs

3 Classic Cause Marketing Programs

4

Where Do We Want To Go?

Where Are We?

How Will You Get There?

How Will We Stay On Course?

The Social Marketing Planning Process

Recap