By Marcel Stierl, Arved Lüth
Zur praktischen Umsetzung von company Social Resonsibility (CSR) stellen Marcel Stierl und Arved Lüth erstmals das Konzept des transformativen advertising vor und ergänzen es mit instruments aus der Beratungspraxis. Konkrete Instrumente und Fallbeispiele erleichtern eine Umsetzung von CSR in die Unternehmenspraxis. CSR ins advertising zu integrieren, bedeutet die eigene Geschäftstätigkeit ökonomisch, ökologisch und sozial weiterzuentwickeln und sich gegenüber seinen Stakeholdern entsprechend zu positionieren. Zusätzlich sollten Stakeholder zu nachhaltigen Verhaltensweisen informiert und animiert werden.
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