This book addresses the rising concept of 21st century societal marketing which entails that marketers should fulfill the needs of their target group in ways that enhance the well-being of a society as a whole. In the past, social responsibility and corporate ethics may not have been the key elements of corporate and business strategy. However, in the last decade the picture has changed dramatically. Consumers are more concerned about ethical issues and the effects of business activities on the environment and the society. The impact and importance of ethical consumerism is escalating. The consumers are more attentive and expect companies promote their ethical credentials in order to make them more accountable of their actions. This book also reveals how companies should realize that corporate social responsibility (CSR) is not an illustration of corporate altruism but a source of opportunity, and competitive advantage. Finding and following social initiatives as a part of the key business model is proved to be one of the competitive strengths in many instances. This book covers different issues related to ethics, social responsibility and sustainability in marketing and presents different cases and applications from different countries. Together with the best practices, each case and research is expected to shed light on how to improve the role of marketing in helping to the development and well-being of the society.

Autorentext
Ipek Altinbasak-Farina is Associate Professor at the Bahcesehir University, Istanbul, Turkey.
Sebnem Burnaz is Dean of ITU Institute of Social Sciences at the Istanbul Technical University, Istanbul, Turkey.

Inhalt
1Overview
Ipek Altinbasak-Farina and Sebnem Burnaz
PART IEthics in Marketing2The Politics of Purchasing: Ethical Consumerism in TurkeyAbdulkadir Ozturk, Sima Nart, and Remzi Altunisik
3Spark Emotions to Intensify Ethical SensitivityH. Eser Borak
4Competitive Deviance from Ethicality: A Focus on Online SettingsGozde Nur Kazazoglu Sahin, A. Bengi Ozcivan, and Sebnem Burnaz
5Ethics in Sustainabilty MarketingCanan Madran
PART IISocial Responsibility in Marketing6Consumer Perceptions and Responsiveness towards Corporate Social Responsibility Activities: A Sectoral OutlookHatice Aydin
7Analyzing the Impact of Corporate Social Responsibility Perception on Organizational Identification from Employee Perspective Halil Emre Akbas, Serdar Bozkurt, Sadiye Oktay, and Semih Yilmazer
8The Contribution of the UNGC to Develop CSR Strategies in Higher Education Industry: A Case StudyGresi Sanje and Eser Levi
9Psychological Barriers to Environmentally Responsible ConsumptionInci Dursun
10Corporate Social Responsibility In Packaging: Environmental and Social IssuesMeltem Kiygi Calli
11A Study on the Impact of Mandatory Provisions on CSR Strategies of Indian Companies Supriti Mishra and Gargee Banerjee
PART IIISustainability in Marketing12Non-Profit Foundation and Brand Alliances As A Reputation Management ToolMerve Yanar Gurce and Ibrahim Kircova
13Sustainable Consumption: An Attempt to Develop A Multidimensional Voluntary Simplification Lifestyle ScaleEzgi Merdin-Uygur
14Sustainability Practices of Higher Education Institutions: An Analysis from a Developing CountrySerap Atakan and Tutku Eker Iscioglu
15Dynamics of Sustainable Entrepreneurship: A Proposed 4S Model Mine Yilmazer and Meltem Onay
16Developing Sustainable Strategies at the Base of the PyramidRanjit Voola and Archana Voola
17Do We Know Organic Food Consumers? Personal and Social Determinants of Organic Food Consumption Sevtap Unal, F.Gorgun Deveci, and Tugba Ylmaz
18Profiling Green Consumers in an Emerging Country ContextIpek Altinbasak- Farina and Gozde Guleryuz-Turkel

About the AuthorsIndex