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Corporate Social Marketing
People often ask if business should lead customers or follow them? The answer of course is both.
US insurance company Safeco helps people reduce the risk of bush fires
Business is increasingly seeking to encourage customers to act on social issues – recycle more, eat well, save energy, drink responsibly, use bags for life.
It's a discipline called corporate social marketing. It was first used as a term by the international marketing gurus Philip Kotler and Nancy Lee in 2004. They defined it as "a powerful strategy that uses marketing principles and techniques to foster behaviour change."