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Unlocking Corporate Social Responsibility Through Integrated Marketing Communication

In: Corporate Sustainability, Social Responsibility and Environmental Management

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  • Mark Anthony Camilleri

    (University of Malta)

Abstract

The stakeholder awareness of the CSR policies Social Responsibility and practices could result in strategic and financial benefits for the businesses themselves. Therefore, companies’ marketers need to possess a thorough understanding on their stakeholders as this will impact on the effectiveness of their CSR communicationsCSR Communication. The value of their communications platform lies in their ability to open up lines of dialogue with varied stakeholders through stories and ideas that will reflect their interests. Hence, CSR communicationsCSR Communication could enrich how stakeholders interact with the business and its offerings. This engagement helps the business to improve its customer relationships, by lowering acquisition costs whilst improving on their consumers’ trust and loyalty among other benefits. Notwithstanding, a genuine commitment to ongoing CSR communicationsCSR Communication may also result in stronger employee engagement. Therefore, the corporate communications on environmentalEnvironment and social matters could create a win-win situation for the business and its stakeholders.

Suggested Citation

  • Mark Anthony Camilleri, 2017. "Unlocking Corporate Social Responsibility Through Integrated Marketing Communication," Springer Books, in: Corporate Sustainability, Social Responsibility and Environmental Management, chapter 0, pages 41-59, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-46849-5_3
    DOI: 10.1007/978-3-319-46849-5_3
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