Business undertakes many different
approaches to social activity but
which pays back best to the business?
Keen to find out, Nancy Lee and Philip Kotler, the marketing gurus, set out to study and segment different types of social activity pursued by brands and businesses.
They identified five different types. One type paid-back to the business much more powerfully than the others. They identified this as “corporate social marketing”, meaning the brand pursued a social issue directly related to its business and then put it at the heart of the marketing plan. Dove is perhaps the most famous example.