Three strategies for integrating corporate social responsibility with brand marketing

Increasingly, companies are putting a public face on their corporate social responsibility (CSR) activity, but is it driving customer trial, purchase and loyalty and ultimately brand equity? Too frequently these activities are unconnected or, worst of all, go in opposite directions, which for certain types of companies become catastrophes.

Three Strategies For Integrating CSR With Brand Marketing

Kristiane Hansted Blomqvist and Steven Posner Prophet

The current CSR debate is clear evidence of missed opportunities to leverage CSR in brand-building activities. More money than ever is being invested...

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