{"id":144,"date":"2019-07-03T14:51:31","date_gmt":"2019-07-03T14:51:31","guid":{"rendered":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketingv2\/chapter\/reading-marketing-social-responsibility\/"},"modified":"2019-07-03T14:51:31","modified_gmt":"2019-07-03T14:51:31","slug":"reading-marketing-social-responsibility","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-hccc-marketing\/chapter\/reading-marketing-social-responsibility\/","title":{"raw":"Reading: Social Responsibility in the Marketing Strategy","rendered":"Reading: Social Responsibility in the Marketing Strategy"},"content":{"raw":"\n

Introduction<\/h2>\nYou'll recall that we defined corporate social responsibility as the ethical behavior of a company toward society. It means acting responsibly toward the stakeholders\u2014not just the shareholders\u2014who have a legitimate interest in the business. Let's focus on how marketers use corporate social responsibility to achieve marketing objectives.\n\n\"The<\/a>\n\nFirst, let's return for a moment to the marketing planning process. Where does social responsibility fit in? It generally comes into the planning process in one of two ways:\n
    \n\t
  1. Social responsibility may be a corporate-level strategy with specific objectives.<\/li>\n\t
  2. Social responsibility may be part of the marketing mix based on the situation analysis<\/li>\n<\/ol>\nLet's look at both of these approaches.\n

    Corporate Strategy at Coca-Cola<\/h2>\nCoca-Cola's mission is:\n