Corporate Social Marketing

Business as unusual: should business lead or follow customers?

9th November 2010 by John Drummond

People often ask if business should lead customers or follow them? The answer of course is both. 

Can the private sector ever champion social change?

17th March 2010 by John Drummond

  

US insurance company Safeco helps people reduce the risk of bush fires
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."

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