ABSTRACT
A sport marketing professional must understand the societal values and beliefs that directly affect the implementation of sport marketing efforts. He or she is also expected to act in a
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CHAPTER OBJECTIVES
morally and socially responsible manner. One of the foundations of these societal values and beliefs is focused on the social responsibility evident in a given society. By definition, social responsibility is a sport organization’s obligation to increase its positive impact on society as a whole while decreasing any negative impact. This is often accomplished by being a quality marketing citizen, which entails adopting a strategic focus to maximize social obligations to stakeholders in terms of economic, legal, philanthropic, and ethical considerations.
