CSR and Social Marketing: What is the desired role for Universities in fostering Public Policies?
AbstractThe paper aims to identify the role of Universities in fostering public policies, through the promotion of social responsibility, and the implementation of social marketing initiatives. This innovative approach is particularly interesting since the literature does not cover, until now, the importance of adopting a social responsibility strategy within Universities, in order to foster public policies for development. First, Corporate Social Responsibility should be developed at Universities. For this purpose, an integrative approach that embraces marketing, economic, ecological, and social aspects is proposed, through the design of a strategic action plan, which includes three operational levels: analysis, implementation and assessment. Second, in order to foster the impact of public policies for development, social marketing initiatives should be implemented among institutional and social networks where Universities assume an increasing strategic role.
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Bibliographic InfoPaper provided by University Library of Munich, Germany in its series MPRA Paper with number 2954.
Date of creation: 25 Apr 2007
Date of revision:
Corporate Social Responsibility; Government Policy; Social Marketing;
Find related papers by JEL classification:
- I28 - Health, Education, and Welfare - - Education - - - Government Policy
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
- M14 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
This paper has been announced in the following NEP Reports:
- NEP-ALL-2007-05-12 (All new papers)
- NEP-EDU-2007-05-12 (Education)
- NEP-MKT-2007-05-12 (Marketing)
- NEP-SOC-2007-05-12 (Social Norms & Social Capital)
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