Marketing orientations

Use of marketing to drive social change in behaviors that benefit individuals and society (Kotler, 1977).

Promoting the corporate sponsorship of causes and charities (Selfish Giving, 2015).

Company support of a cause tied to customer response to campaign; American Express donated one cent to the Statue of Liberty’s restoration every time someone used its charge card. The campaign increased new cardholders by 45% and card usage by 28% (Lellahom, 2017).

Promoting organizational business practices that preserve, protect, and conserve the physical environment (Goyal, Kazmi, Kumar and Rahman, 2012).

Organization promotes business activities that preserve, protect, and provide ecological, social, and/or economic benefits (Belz and Peattie, 2012).

Organization supports social causes and adopts business practices with societal benefits (Balmer and Greyser, 2006); organization adopts “purpose-driven engagement” (Lellahom, 2017). “It goes beyond philanthropy and compliance and addresses how companies manage their economic, social, and environmental impacts, as well as their relationships in all key spheres of influence: the workplace, the marketplace, the supply chain, the community, and the public policy realm” (Whaley, 2013).

Organization utilizes data capture, data-mining, and data modeling to analyze, plan, and implement marketing activities focused on building long-term relationships with stakeholders, customer retention, customer lifetime value (CLV), and loyalty (Peppers and Rogers, 1993).

Development, design, and implementation of marketing that recognizes interdependent priorities; motto is “everything matters” (Kotler and Keller, 2015).

Organization designs and implements marketing activities that are coordinated, aligned, and create synergy.

Organization recognizes employees as stakeholders and creates marketing programs designed to meet employee needs.