Skip to main content
Article
"Corporate and Social Responsibility: The Changing Context for Marketing Communications Practice"
Journal of Integrated Marketing Communications (2011)
  • Art Stewart
Abstract

As corporate organizations across the spectrum of industry, markets and cultures grapple with the unrelenting fallout of economic upheaval, a surprising upside is being revealed amidst the clearing toward recovery and the resurgence of growth: It is a context for business premised upon a paradigm shift for more responsible behavior. This new paradigm is engendering dramatically changing expectations for accountability, transparency, competency and leadership integrity across society. There are new demands upon organizations to advance their ambitions within a context of demonstrable, even measurable, adherence to public interest values. As new business models are developed in alignment with changing behavior, and modes for transactional exchange and communication are modernized, a next-generation understanding of what constitutes contemporary marketing communications practice is taking hold. Marketing communications professionals stand at the horizon of reinvention as caretakers in service to corporate reputation and credibility.

Publication Date
January, 2011
Citation Information
Art Stewart. ""Corporate and Social Responsibility: The Changing Context for Marketing Communications Practice"" Journal of Integrated Marketing Communications Vol. 21 Iss. 2011 Edition (2011)
Available at: http://works.bepress.com/art_stewart/10/