Making a Difference Through Marketing

This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. It provides readers with a comprehensive, contemporary perspective on marketing practice with an emphasis on the role of marketing in making a difference. Organisations are interwoven with the society in which they operate and are thus commonly expected to shoulder some responsibility in advancing that society. While there has been significant academic and practitioner focus on corporate social responsibility (CSR), research is often limited to the organisational benefits and implementation of CSR initiatives, this book presents a broader perspective. It highlights a variety of players and approaches that are making a difference to their various stakeholder groups, specifically in the areas of sponsorship, consumer behaviour, education, health and innovation.

Offers a unique platform of cross-disciplinary and cross-sectoral dialogue on how marketing makes a difference Explores making a difference beyond traditional discussions of corporate social responsibility (CSR) Demonstrates the impact marketing knowledge and practice can have on changing society for the better Includes supplementary material: sn.pub/extras

Autorentext
Carolin Plewa is Associate Head Research (Marketing and Management) at The University of Adelaide Business School. She has published extensively on universitybusiness collaboration, sponsorship and corporate social responsibility as well as services marketing.
Jodie Conduit is a Senior Lecturer at The University of Adelaide Business School, where her research interests focus on interactions between business and customers, customer engagement, marketing strategy, customer insight and services marketing. She has extensive experience as a research consultant with service organisations.

Inhalt

The Question of Sponsorship Effectiveness.- Leveraging Research on Activation: Quester and Thompson's (2001) Impact on the Field of Sponsorship.- Sponsorship-Linked Attitudes of Employees of Sponsoring Firms: SMEs vs Large Organisations.- Connected Stadium: A Pillar for Football Clubs' Marketing Development?.- Knowing Me, Knowing You: Mentorship, Friendship, and Dancing Queens.- Beyond the Obvious: Facets of Diversity in Marketing Student Groups.- Student Engagement: A Multiple Layer Phenomenon.- Marketing - Making a Difference for Entrepreneurial Universities.- Improving Innovation Process Performance and Service Quality in Innovation Networks.- Promoting Public Health: Understanding the Limitations of Marketing Principles and the Need for Alternative Approaches.- Contemporary Young Consumers and Food Consumption Implications for Social Marketing and Research