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Company Benefits and Social Benefits

Title: Company Benefits and Social Benefits: Exploring Strategies for Multinational Consumer Goods Companies to Implement Mutually Beneficial Social Marketing Programs.
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Name(s): Sadek, Nashwa Nader, author
Harlow, Summer, professor directing thesis
Cortese, Juliann, committee member
Merle, Patrick F., committee member
Florida State University, degree granting institution
College of Communication and Information, degree granting college
School of Communication , degree granting department
Type of Resource: text
Genre: Text
Master Thesis
Issuance: monographic
Date Issued: 2017
Publisher: Florida State University
Place of Publication: Tallahassee, Florida
Physical Form: computer
online resource
Extent: 1 online resource (117 pages)
Language(s): English
Abstract/Description: The aim of this thesis was to present social marketing to multinational consumer goods companies as a concept that, unlike commercial marketing, not only benefits the company but also benefits society. Through in-depth interviews and document analysis, this thesis qualitatively analyzed two social marketing campaigns, one launched by Nestle Pakistan and the other by Henkel Egypt. Using the social exchange theory as a framework for analysis, this thesis offers examples and types of benefits that companies and society gain from social marketing. Additionally, this thesis illustrates some of the challenges of social marketing, demonstrating ways and strategies to address these challenges and maximize the benefits of social marketing for the company and society. Most importantly, this thesis identifies ways in which consumer goods companies can fund social marketing campaigns without increasing their overall budgets.
Identifier: FSU_2017SP_Sadek_fsu_0071N_13759 (IID)
Submitted Note: A Thesis submitted to the School of Communication in partial fulfillment of the requirements for the degree of Master of Science.
Degree Awarded: Spring Semester 2017.
Date of Defense: March 24, 2017.
Keywords: Advertising, Businesses, Consumer goods, Corporate Social Responsibility, Marketing, Social Marketing
Bibliography Note: Includes bibliographical references.
Advisory Committee: Summer Harlow, Professor Directing Thesis; Juliann Cortese, Committee Member; Patrick Merle, Committee Member.
Subject(s): Marketing
Communication
Business
Persistent Link to This Record: http://purl.flvc.org/fsu/fd/FSU_2017SP_Sadek_fsu_0071N_13759
Owner Institution: FSU

Choose the citation style.
Sadek, N. N. (2017). Company Benefits and Social Benefits: Exploring Strategies for Multinational Consumer Goods Companies to Implement Mutually Beneficial Social Marketing Programs. Retrieved from http://purl.flvc.org/fsu/fd/FSU_2017SP_Sadek_fsu_0071N_13759