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Why, When, and How Should the Effect of Marketing Be Measured? A Stakeholder Perspective for Corporate Social Responsibility Metrics.

Raghubir, Priya; Roberts, John; Lemon, Katherine N; Winer, Russell S


This article provides a framework that can be used to design a metrics system for organizations with multiple stakeholders and shows how it can be applied in the area of corporate social responsibility (CSR). The authors propose that the effort to identify, collect, and calibrate metrics is critical for the diffusion of CSR activities across corporations because metrics allow the goals of different stakeholders to be expressed in terms of a single common denominator. The authors propose the...[Show more]

CollectionsANU Research Publications
Date published: 2010
Type: Journal article
Source: Journal of Public Policy and Marketing
DOI: 10.1509/jppm.29.1.66


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