摘要
随着企业社会责任成为影响顾客价值判断的重要标尺,企业营销也进入以责任赢得顾客的时代。以社会责任作为企业营销的内涵与外延,是对企业营销活动真实映像的解读,是企业营销理念的一种重要创新。创造和谐,是构建和谐社会背景下企业营销达成的另一种广义上的社会责任。从理论到实践,善因营销与和谐营销是两种基于社会责任的企业营销之道。
With corporate social responsibility becoming the important reference factor which influences customer value judgment, the corporate marketing also gets into the age of winning the customer by responsibility. Taking social responsibility as the content and extended explanation of corporate marketing is a read which is true to reflect corporate marketing activity, is also a kind of important innovation of principle of corporate marketing. Creating harmony, is another broad sense of social responsibility for expiating corporate marketing under the background of setting up harmonious society. From theories to practice, the ways of corporate marketing based on social responsibility includes cause-relate marketing and harmony marketing.
出处
《华东经济管理》
CSSCI
2009年第2期98-102,共5页
East China Economic Management
基金
重庆工商大学青年基金科研项目(0751014)
关键词
企业社会责任
营销
内涵
外延
和谐
corporate social responsibility
marketing
the content
extended explanation
harmony
作者简介
彭建仿（1973-），男，湖北天门人，副教授，教育部人文社会科学重点研究基地长江上游经济研究中心兼职研究人员，管理学博士，研究方向：营销管理与策划
