Abstract
The AMS call for proposals reflects on the challenges that organizations face in a changing global marketplace to provide distinctive and differentiated value to customers while taking into account the bi-directional nature of value creation between consumers and organisations and an increasing customer focus on issues such as Corporate Responsibility. This paper is an attempt to answer the AMS call in terms of two questions that have been found to be of critical importance to marketing practitioners and academics. These are: “What are the challenges of responsible marketing?” (e.g. Willmott 2001) and “what is the value of responsible marketing strategies?” (e.g. Zadek 2001). The paper will use theories from within the academic literature to develop a model to answer these two questions.
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Keywords
- Behavioural Intention
- Marketing Strategy
- Corporate Responsibility
- Academic Literature
- Responsible Market
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
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© 2015 Academy of Marketing Science
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Carola, H., Money, K. (2015). Responsible Marketing Strategies: New Challenges and Opportunities. In: Robinson, Jr., L. (eds) Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10963-3_41
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DOI: https://doi.org/10.1007/978-3-319-10963-3_41
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10962-6
Online ISBN: 978-3-319-10963-3
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