marketing, marketing communications, corporate social responsibility, ethics,

Further and higher education have witnessed something of a paradigm shift in recent years. This article aims to examine the reasons behind, and the possible impact on, academic staff and students of one aspect of the so-called marketisation of education -namely, the increased importance of institutional marketing. Aspects of marketing theory are used to argue that gaps have developed in some cases between the marketing rhetoric and the experienced reality of staff and students. It is suggested that such gaps can create tensions and difficulties, that action needs to be taken to bridge any such gaps, and that there is a need to reaffirm some of the previously valued aspects of further and higher education.

Purpose – The purpose of this article is to investigate the basis of conveying a socially responsible image of organisations through a cause-related marketing (CaRM) approach. Design/methodology/approach – The research was conducted mainly through the evaluation and review of material on the subject area, i.e. secondary research. Findings – The findings of the research indicate that CaRM has the potential to improve an organisation’s stance in the society and depict it as a socially responsible entity. One major finding of the research is that without an appropriate and relevant “strategic fit”, time and effort invested in CaRM might prove futile. Research limitations/implications – The limited material on the subject of CaRM in general and its relationship with CSR in particular makes the task of preparing such a paper something of a challenge. Practical implications – The results show that the quality of an organisation’s image and reputation in the eyes of its stakeholders can be influenced by its CSR-related initiatives. However, the firm should invest time and money to make this feasible. Social implications – The absence of a strategic fit between a firm and its cause could prove to be counter-productive in the society vis-à-vis its corporate image and reputation. Originality/value – This paper adds to previous CSR- and marketing-related research and publications and aims to provide an insight into the dynamics of CaRM.

No abstract

PurposeThe purpose of this paper, which has been to a large extent based on a recently completed PhD thesis, is to examine the case of Pease Drum and Tank Recycling and Reconditioning Company based in Leeds.FindingsLegislation and the nature of industry have been the prime drivers of the company's green efforts. However, despite the MD's genuine commitment to green issues and the impact of legislation, limitations are imposed directly or otherwise on the degree and extent of caring for the environment.Design/methodology/approachThe company MD participated in an interview carried out in 1999 as part of primary research for a PhD in green marketing, however, attempts at the second interview with the new owners of the organisation in 2003 were not successful.Originality/valueThis paper illustrates how organisations that are required by legislation to be green comply and in this case go beyond mere compliance.

No abstract

No abstract

No abstract