{"id":2290,"date":"2015-12-11T05:14:31","date_gmt":"2015-12-11T05:14:31","guid":{"rendered":"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/?post_type=chapter&#038;p=2290"},"modified":"2017-07-21T21:08:20","modified_gmt":"2017-07-21T21:08:20","slug":"reading-social-responsibility","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/chapter\/reading-social-responsibility\/","title":{"raw":"Corporate Social Responsibility","rendered":"Corporate Social Responsibility"},"content":{"raw":"<div class=\"textbox learning-objectives\">\r\n<h3>Learning Objectives<\/h3>\r\n<ul>\r\n \t<li>Explain the role of social responsibility in marketing<\/li>\r\n<\/ul>\r\n<\/div>\r\n<p class=\"p1\">So far we have focused on ethical dilemmas in terms of risk. If a company acts unethically, it risks damaging its reputation and its\u00a0customers' trust\u2014worse, it can face lawsuits and criminal prosecution. In this section we'll discuss one\u00a0of the ways in which companies attempt to get out in\u00a0front of such risks by taking a\u00a0proactive stance on ethics, instead.\u00a0\u00a0As you saw with Tesla, companies that place\u00a0\"doing the right thing\" at the center of\u00a0their corporate mission and strategy often see\u00a0a competitive advantage. Increasingly, they're finding that good corporate citizenship not only benefits customers and communities but is good business, too.<\/p>\r\n<p class=\"p1\">Corporate social responsibility\u00a0is the ethical behavior of a company\u00a0toward society. It\u00a0means acting\u00a0responsibly toward the stakeholders\u2014not just the shareholders\u2014who have a legitimate interest in the business.<\/p>\r\n<p class=\"p1\">Shareholders own a portion or \"share\" of a business. Stakeholders do not own the business, but they have some stake or interest in it because they are affected by the business's strategies and tactics. \u00a0Examples of stakeholders are employees, suppliers, business partners, and the community in which the business operates.[footnote]http:\/\/www.wbcsd.org\/work-program\/business-role\/previous-work\/corporate-social-responsibility.aspx[\/footnote]<\/p>\r\n<p class=\"p1\">Below are a few examples of businesses behaving ethically in ways that have a positive impact on their stakeholders.<\/p>\r\n\r\n<h2>Xeros Supports Employee Volunteerism<\/h2>\r\nXerox is one of many companies that creates opportunities for its employees to contribute to their local communities. In 1974 Xerox launched\u00a0the\u00a0<a href=\"http:\/\/www.xerox.com\/corporate-citizenship\/2014\/community-involvement\/volunteer-programs\/enus.html\" target=\"_blank\" rel=\"noopener\">Community Involvement Program<\/a>, which\u00a0supports\u00a0employee involvement in\u00a0community-focused causes. Since that time more than half a million Xerox employees have participated in the program. \u00a0, as the name suggests, . In its most current reporting on the impact of the program Xerox has announced spending\u00a0$1.3 million for\u00a013,000\u00a0of its employees to participate in 800 community projects. Xerox benefits from the program through community recognition, but also in supporting its employees make contributions that are important to them increasing their loyalty to their employer. [footnote]http:\/\/www.xerox.com\/corporate-citizenship\/2014\/community-involvement\/volunteer-programs\/enus.html[\/footnote]\r\n<h2>Anheuser-Busch\u00a0Wants Customers to Drink Responsibly<\/h2>\r\nIn January 2014, Anheuser-Busch ran the following Super Bowl ad featuring a cute puppy and the famous Budweiser Clydesdale horses. The ad plays on romance and nostalgia to remind viewers of the brand's history (and to sell more beer).\r\n\r\nhttps:\/\/youtu.be\/7p_3lITiK_Q\r\n\r\nIn September 2014, the company brought back the puppy, this time to promote\u00a0responsible drinking:\r\n\r\nhttps:\/\/youtu.be\/56b09ZyLaWk\r\n\r\nOn its Web site,\u00a0Anheiser-Busch lists a number of programs it has launched to reduce\u00a0drunk driving. These are marketing programs that were developed to reduce the\u00a0risk for consumers\u00a0using the company's products.\r\n<blockquote>Anheuser-Busch is opposed to drunk driving and we believe it is 100 percent preventable. According to the U.S. Department of Transportation, drunk-driving fatalities have decreased\u00a053 percent since 1982 to record lows, but we recognize there is still work to be done.\u00a0 As part of our effort to prevent drunk driving, we have key initiatives like the Budweiser Designate a Driver campaign and Bud Light safe ride home programs, including Bud Light Alert Cab and Bud Light Tow to Go.<\/blockquote>\r\nThe company is actively promoting safety for its customers and their communities.\r\n<h2>Target Invests in Communities<\/h2>\r\n<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105017\/3495166111_2ce645aa57_o.jpg\"><img class=\"wp-image-3691 alignleft\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105017\/3495166111_2ce645aa57_o.jpg\" alt=\"Photo of sheep and lambs at Zephyros Farm and Garden.\" width=\"251\" height=\"188\" \/><\/a>\r\n\r\nTarget places an emphasis on being a \u201cgood corporate citizen\u201d in the communities it serves. Each year the company publishes a <a href=\"https:\/\/corporate.target.com\/corporate-responsibility\/goals-reporting\" target=\"_blank\" rel=\"noopener\">corporate responsibility report<\/a> that shares its goals and progress in a number of areas including the environment, team member well-being, education, and volunteerism.\r\n\r\nTarget shows that it is committed to protecting the environment by increasing the number of organic foods it offers and by putting in place measures to reduce waste and greenhouse gasses.\r\n\r\nThe company also makes significant contributions to education by paying for employees' education, and by contributing to schools in its local communities. In 2014 Target donated $31,722,837 to more than 84,000 schools in all fifty states and the District of Columbia.\r\n<h2>Haagen-Dazs Cares about Its Tiniest Suppliers<\/h2>\r\n<a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105018\/6162898675_c3c9759e41_b.jpg\"><img class=\"wp-image-3692 alignleft\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105018\/6162898675_c3c9759e41_b-1024x683.jpg\" alt=\"Honey bee atop a pink clover flower.\" width=\"250\" height=\"167\" \/><\/a>\r\n\r\nRecently, the ice-cream company Haagen-Daz initiated a campaign to raise awareness about the threats to honey bees, which are rapidly disappearing and are vital to the global food chain (and many of the ingredients in flavored ice cream). The company started a <a href=\"http:\/\/www.haagendazs.us\/Learn\/HoneyBees\/\">honeybee microsite<\/a> and is donating a portion of the proceeds from its honeybee brand to bee research. In November 2014, it raised an additional $7,000 for research during a two-day Twitter campaign (#HelpHoneyBees hashtag).[footnote]http:\/\/www.socialbrite.org\/2010\/04\/22\/4-examples-of-corporate-social-responsibility-done-right\/[\/footnote]\r\n<h2><strong>Check Your Understanding<\/strong><\/h2>\r\nAnswer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does\u00a0<strong>not<\/strong>\u00a0count toward your grade in the class, and you can retake it an unlimited number of times.\r\n\r\nUse this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.\r\n\r\nhttps:\/\/assessments.lumenlearning.com\/assessments\/747","rendered":"<div class=\"textbox learning-objectives\">\n<h3>Learning Objectives<\/h3>\n<ul>\n<li>Explain the role of social responsibility in marketing<\/li>\n<\/ul>\n<\/div>\n<p class=\"p1\">So far we have focused on ethical dilemmas in terms of risk. If a company acts unethically, it risks damaging its reputation and its\u00a0customers&#8217; trust\u2014worse, it can face lawsuits and criminal prosecution. In this section we&#8217;ll discuss one\u00a0of the ways in which companies attempt to get out in\u00a0front of such risks by taking a\u00a0proactive stance on ethics, instead.\u00a0\u00a0As you saw with Tesla, companies that place\u00a0&#8220;doing the right thing&#8221; at the center of\u00a0their corporate mission and strategy often see\u00a0a competitive advantage. Increasingly, they&#8217;re finding that good corporate citizenship not only benefits customers and communities but is good business, too.<\/p>\n<p class=\"p1\">Corporate social responsibility\u00a0is the ethical behavior of a company\u00a0toward society. It\u00a0means acting\u00a0responsibly toward the stakeholders\u2014not just the shareholders\u2014who have a legitimate interest in the business.<\/p>\n<p class=\"p1\">Shareholders own a portion or &#8220;share&#8221; of a business. Stakeholders do not own the business, but they have some stake or interest in it because they are affected by the business&#8217;s strategies and tactics. \u00a0Examples of stakeholders are employees, suppliers, business partners, and the community in which the business operates.<a class=\"footnote\" title=\"http:\/\/www.wbcsd.org\/work-program\/business-role\/previous-work\/corporate-social-responsibility.aspx\" id=\"return-footnote-2290-1\" href=\"#footnote-2290-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/p>\n<p class=\"p1\">Below are a few examples of businesses behaving ethically in ways that have a positive impact on their stakeholders.<\/p>\n<h2>Xeros Supports Employee Volunteerism<\/h2>\n<p>Xerox is one of many companies that creates opportunities for its employees to contribute to their local communities. In 1974 Xerox launched\u00a0the\u00a0<a href=\"http:\/\/www.xerox.com\/corporate-citizenship\/2014\/community-involvement\/volunteer-programs\/enus.html\" target=\"_blank\" rel=\"noopener\">Community Involvement Program<\/a>, which\u00a0supports\u00a0employee involvement in\u00a0community-focused causes. Since that time more than half a million Xerox employees have participated in the program. \u00a0, as the name suggests, . In its most current reporting on the impact of the program Xerox has announced spending\u00a0$1.3 million for\u00a013,000\u00a0of its employees to participate in 800 community projects. Xerox benefits from the program through community recognition, but also in supporting its employees make contributions that are important to them increasing their loyalty to their employer. <a class=\"footnote\" title=\"http:\/\/www.xerox.com\/corporate-citizenship\/2014\/community-involvement\/volunteer-programs\/enus.html\" id=\"return-footnote-2290-2\" href=\"#footnote-2290-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a><\/p>\n<h2>Anheuser-Busch\u00a0Wants Customers to Drink Responsibly<\/h2>\n<p>In January 2014, Anheuser-Busch ran the following Super Bowl ad featuring a cute puppy and the famous Budweiser Clydesdale horses. The ad plays on romance and nostalgia to remind viewers of the brand&#8217;s history (and to sell more beer).<\/p>\n<p><iframe loading=\"lazy\" id=\"oembed-1\" title=\"Budweiser Clydesdale Puppy Love Super Bowl 2014 Commercial\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/7p_3lITiK_Q?feature=oembed&#38;rel=0\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>In September 2014, the company brought back the puppy, this time to promote\u00a0responsible drinking:<\/p>\n<p>https:\/\/youtu.be\/56b09ZyLaWk<\/p>\n<p>On its Web site,\u00a0Anheiser-Busch lists a number of programs it has launched to reduce\u00a0drunk driving. These are marketing programs that were developed to reduce the\u00a0risk for consumers\u00a0using the company&#8217;s products.<\/p>\n<blockquote><p>Anheuser-Busch is opposed to drunk driving and we believe it is 100 percent preventable. According to the U.S. Department of Transportation, drunk-driving fatalities have decreased\u00a053 percent since 1982 to record lows, but we recognize there is still work to be done.\u00a0 As part of our effort to prevent drunk driving, we have key initiatives like the Budweiser Designate a Driver campaign and Bud Light safe ride home programs, including Bud Light Alert Cab and Bud Light Tow to Go.<\/p><\/blockquote>\n<p>The company is actively promoting safety for its customers and their communities.<\/p>\n<h2>Target Invests in Communities<\/h2>\n<p><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105017\/3495166111_2ce645aa57_o.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3691 alignleft\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105017\/3495166111_2ce645aa57_o.jpg\" alt=\"Photo of sheep and lambs at Zephyros Farm and Garden.\" width=\"251\" height=\"188\" \/><\/a><\/p>\n<p>Target places an emphasis on being a \u201cgood corporate citizen\u201d in the communities it serves. Each year the company publishes a <a href=\"https:\/\/corporate.target.com\/corporate-responsibility\/goals-reporting\" target=\"_blank\" rel=\"noopener\">corporate responsibility report<\/a> that shares its goals and progress in a number of areas including the environment, team member well-being, education, and volunteerism.<\/p>\n<p>Target shows that it is committed to protecting the environment by increasing the number of organic foods it offers and by putting in place measures to reduce waste and greenhouse gasses.<\/p>\n<p>The company also makes significant contributions to education by paying for employees&#8217; education, and by contributing to schools in its local communities. In 2014 Target donated $31,722,837 to more than 84,000 schools in all fifty states and the District of Columbia.<\/p>\n<h2>Haagen-Dazs Cares about Its Tiniest Suppliers<\/h2>\n<p><a href=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105018\/6162898675_c3c9759e41_b.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3692 alignleft\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105018\/6162898675_c3c9759e41_b-1024x683.jpg\" alt=\"Honey bee atop a pink clover flower.\" width=\"250\" height=\"167\" \/><\/a><\/p>\n<p>Recently, the ice-cream company Haagen-Daz initiated a campaign to raise awareness about the threats to honey bees, which are rapidly disappearing and are vital to the global food chain (and many of the ingredients in flavored ice cream). The company started a <a href=\"http:\/\/www.haagendazs.us\/Learn\/HoneyBees\/\">honeybee microsite<\/a> and is donating a portion of the proceeds from its honeybee brand to bee research. In November 2014, it raised an additional $7,000 for research during a two-day Twitter campaign (#HelpHoneyBees hashtag).<a class=\"footnote\" title=\"http:\/\/www.socialbrite.org\/2010\/04\/22\/4-examples-of-corporate-social-responsibility-done-right\/\" id=\"return-footnote-2290-3\" href=\"#footnote-2290-3\" aria-label=\"Footnote 3\"><sup class=\"footnote\">[3]<\/sup><\/a><\/p>\n<h2><strong>Check Your Understanding<\/strong><\/h2>\n<p>Answer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does\u00a0<strong>not<\/strong>\u00a0count toward your grade in the class, and you can retake it an unlimited number of times.<\/p>\n<p>Use this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.<\/p>\n<p>\t<iframe id=\"lumen_assessment_747\" class=\"resizable\" src=\"https:\/\/assessments.lumenlearning.com\/assessments\/load?assessment_id=747&#38;embed=1&#38;external_user_id=&#38;external_context_id=&#38;iframe_resize_id=lumen_assessment_747\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:400px;\"><br \/>\n\t<\/iframe><\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-2290\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Corporate Social Responsibility. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Sheep and Lambs. <strong>Authored by<\/strong>: Jessica The Hun Reeder. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.flickr.com\/photos\/jessicareeder\/3495166111\/\">https:\/\/www.flickr.com\/photos\/jessicareeder\/3495166111\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>Honey Bee (Apis mellifera Linnaeus). <strong>Authored by<\/strong>: Jim, the Photographer. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.flickr.com\/photos\/jcapaldi\/6162898675\/\">https:\/\/www.flickr.com\/photos\/jcapaldi\/6162898675\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">All rights reserved content<\/div><ul class=\"citation-list\"><li>Budweiser Clydesdale Puppy Love Super Bowl 2014 Commercial. <strong>Provided by<\/strong>: Clevver News. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/7p_3lITiK_Q\">https:\/\/youtu.be\/7p_3lITiK_Q<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube license<\/li><li>Someone Waits For You At Home, DON&#039;T DRINK &amp; DRIVE | Budweiser Ads. <strong>Provided by<\/strong>: adswithme.com. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/56b09ZyLaWk\">https:\/\/youtu.be\/56b09ZyLaWk<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube license<\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-2290-1\">http:\/\/www.wbcsd.org\/work-program\/business-role\/previous-work\/corporate-social-responsibility.aspx <a href=\"#return-footnote-2290-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><li id=\"footnote-2290-2\">http:\/\/www.xerox.com\/corporate-citizenship\/2014\/community-involvement\/volunteer-programs\/enus.html <a href=\"#return-footnote-2290-2\" class=\"return-footnote\" aria-label=\"Return to footnote 2\">&crarr;<\/a><\/li><li id=\"footnote-2290-3\">http:\/\/www.socialbrite.org\/2010\/04\/22\/4-examples-of-corporate-social-responsibility-done-right\/ <a href=\"#return-footnote-2290-3\" class=\"return-footnote\" aria-label=\"Return to footnote 3\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":7,"menu_order":6,"template":"","meta":{"_candela_citation":"[{\"type\":\"original\",\"description\":\"Corporate Social Responsibility\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Sheep and Lambs\",\"author\":\"Jessica The Hun Reeder\",\"organization\":\"\",\"url\":\"https:\/\/www.flickr.com\/photos\/jessicareeder\/3495166111\/\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Honey Bee (Apis mellifera Linnaeus)\",\"author\":\"Jim, the Photographer\",\"organization\":\"\",\"url\":\"https:\/\/www.flickr.com\/photos\/jcapaldi\/6162898675\/\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"copyrighted_video\",\"description\":\"Budweiser Clydesdale Puppy Love Super Bowl 2014 Commercial\",\"author\":\"\",\"organization\":\"Clevver News\",\"url\":\"https:\/\/youtu.be\/7p_3lITiK_Q\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"Standard YouTube license\"},{\"type\":\"copyrighted_video\",\"description\":\"Someone Waits For You At Home, DON\\'T DRINK & DRIVE | Budweiser Ads\",\"author\":\"\",\"organization\":\"adswithme.com\",\"url\":\"https:\/\/youtu.be\/56b09ZyLaWk\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"Standard YouTube license\"}]","CANDELA_OUTCOMES_GUID":"ba43da7c-59d0-42a4-a2f9-047d9c4a6f0c","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-2290","chapter","type-chapter","status-publish","hentry"],"part":65,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/2290","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/users\/7"}],"version-history":[{"count":31,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/2290\/revisions"}],"predecessor-version":[{"id":5705,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/2290\/revisions\/5705"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/parts\/65"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/2290\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/media?parent=2290"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapter-type?post=2290"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/contributor?post=2290"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/license?post=2290"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}