ABSTRACT
This chapter examines the multi-faceted and reciprocal influence of marketing on corporate social responsibility strategy and practice, especially in light of consumer concern about company social and environmental impacts. As well as potential harmful consequences of marketing to consumers, we highlight that society and the natural environment can also be significantly impacted negatively by consumers and their consumption practices. More positively, we illustrate how marketing, through consumer demand for responsible products and services, can also be a key driver for companies to create beneficial social and environmental impacts. We propose that the marketing function should avoid marketing myopia by adopting a broad stakeholder orientation that acknowledges its role in engaging with multiple company stakeholders as well as customers. We suggest that by using marketing methodologies and expertise (e.g., market research, market segmentation), it occupies a privileged organizational position in helping companies respond to the diverse social and environmental challenges they face.
