Marketing and corporate responsibility

Jane Asscher, one of the founders of 23red, addresses the dilemma of how today’s companies should reconcile their desire to sell with the increased need to be, and be seen to be, squeaky clean.

Marketing And Corporate Responsibility

Jane Asscher 23red

What with procurement conflicts, the ongoing dearth of board representation, budgetary cuts and territory disputes, you would think today's marketers had enough to worry about. Recently, however, a new and perhaps more intense pressure has been brought to bear on marketing departments across the world. The push towards corporate responsibility is beginning to dominate the news agenda, and presents our industry with a dilemma: just how should today's companies reconcile their desire to sell with the increased need to be, and be seen to be, squeaky clean? What are the limits to...

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