ABSTRACT
Corporate social marketing programs are defined as corporate initiatives that have a primary goal of persuading people to engage in socially beneficial behaviors. These programs are different from other corporate initiatives such as philanthropic efforts (giving money to a charitable cause) and cause-related marketing efforts (giving money to a charitable cause every time a purchase is made). This chapter argues that these programs can be classified as social marketing programs, even though the corporations may reap benefits (such as increased sales or an improved image) from such efforts. Advantages and drawbacks of having corporations involved in social marketing programs are discussed; and several case studies are presented to demonstrate characteristics of successful corporate social marketing programs.
