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Responsible communications agencies: key success factors

In: Ethics in Marketing and Communications

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  • Aude Badran

Abstract

According to a study made during the Earth University, an international agricultural research institution in October 2008, 62 per cent of multinational companies have integrated an environmental or ethical parameter in their marketing communications because they want to improve their image, 62 per cent were forced to do it for regulation needs, 59 per cent decided to do it because of a strong and determined manager’s conviction, 55 per cent in order to answer growing customer demand and, finally, 44 per cent as a competitive strategy (Audouin, A. et al., 2009). Moreover, consumers now increasingly emphasise facets of Corporate Social Responsibility (CSR) as important factors in their purchasing decisions (Dawkins and Lewis, 2003).

Suggested Citation

  • Aude Badran, 2012. "Responsible communications agencies: key success factors," Palgrave Macmillan Books, in: Mary M. McKinley (ed.), Ethics in Marketing and Communications, chapter 2, pages 18-36, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-36714-2_2
    DOI: 10.1057/9780230367142_2
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