HOW CAN COMPANIES BE

RESPONSIBLE

SOCIAL MARKETERS?

I have never known much good done by those who profess to trade for the public good.

Adam Smith, 1776

Milton Friedman

Social initiatives are fundamentally subversive because they undermine profit-seeking purpose

WHAT

THE..

CRITIC!?!

LEGAL

BEHAVIOUR

ETHICAL

BEHAVIOUR

SOCIAL

RESPONSIBILITY

BEHAVIOUR

SUSTAINABILITY

SOCIALLY RESPONSIBLE BUSINESS MODELS

Corporations that give solutions and assess value in a socially

responsible way are likely to succeed.

CAUSE RELATED MARKETING

CAUSE-MARKETING BENEFITS & COSTS

Gone right! Gone wrong!

DESIGNING A CAUSE PROGRAM

CAUSE RELATED MARKETING

Making a

difference.

SOCIAL MARKETING

COGNITIVE CAMPAIGNS

ACTION CAMPAIGNS

BEHAVIOURAL CAMPAIGNS

VALUE CAMPAIGNS

Created by Deboleena Dutta, LSR,

during an internship by Prof.

Sameer Mathur, IIM Lucknow.

www.IIMInternship.com