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Social Agenda Marketing: Aligning Mission, Margins and Meaning

Davis Brand Capital, November 2009

Regardless of motivation, a broader definition of success is changing the marketplace – from the emergence of social venture capital to the shifting career priorities of recent graduates. The social business is the modern business. The quest for this new status – or relevance – has turned what once was seen as a social obligation into a social opportunity. Along the way, for-profits have studied and emulated the tactics long used by non-profits to earn their stakeholders’ respect, trust and loyalty. This, as non-profits increasingly study and emulate the management and marketing practices of for-profits. Seen broadly, for-profits are increasingly employing what might best be called Social Agenda Marketing. It is the latest evolution of what began as cause-related marketing. It is disruptive to many traditional corporations and essential to newer companies as a differentiator.


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