Making a Difference Through Marketing

A Quest for Diverse Perspectives

  • Carolin Plewa
  • Jodie Conduit

Table of contents

  1. Front Matter
    Pages i-xiv
  2. Making a Difference—Sponsorship and Sport

  3. Making a Difference—Social Marketing and Ethics

  4. Making a Difference—Customers and Brands

    1. Front Matter
      Pages 117-117
    2. Michelle Killian, John Fahy, Deirdre O’Loughlin
      Pages 129-142
    3. Sik Chuen (Max) Yu, Ravi Pappu
      Pages 157-166
  5. Making a Difference—University Education and Innovation

    1. Front Matter
      Pages 199-199
    2. Claire Eloise Sherman, Carolin Plewa
      Pages 211-227
    3. Jodie Conduit, Ingo O. Karpen, Francis Farrelly
      Pages 229-245
    4. Thomas Baaken, Todd Davey, Sue Rossano
      Pages 247-265
    5. Carolin Plewa, Giselle Rampersad, Indrit Troshani, Tobias Kesting
      Pages 267-282

About this book


This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. As such, it provides readers with a comprehensive, contemporary perspective on marketing practice with an emphasis on the role of marketing in making a difference. Organisations are interwoven with the society in which they operate and are thus commonly expected to shoulder some responsibility in advancing that society. While there has been significant academic and practitioner focus on corporate social responsibility (CSR), research is often limited to the organisational benefits and implementation of CSR initiatives. In contrast, this book presents a broader perspective, highlighting a variety of actors and approaches that are making a difference to their various stakeholder groups, specifically in the areas of sponsorship, consumer behaviour, education, health and innovation.


Pascale Quester anti-obesity marketing anti-smoking marketing benefits of sponsorship brand equity brand reputation business ethics consumer behaviour corporate social responsibility country of origin customer engagement customer insight health marketing learning innovation marketing education marketing innovation marketing strategy not for profit sports sponsorship university–business collaboration

Editors and affiliations

  • Carolin Plewa
    • 1
  • Jodie Conduit
    • 2
  1. 1.Adelaide Business SchoolUniversity of AdelaideAdelaideAustralia
  2. 2.Adelaide Business SchoolUniversity of AdelaideAdelaideAustralia

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences