Paper Information

Title: 

THE ROLE OF SOCIAL RESPONSIBILITY IN MARKETING PERFORMANCE OF BANK MELLAT

Type: PAPER
Author(s): AKHAVAN SARAF A.R.,MOEINIFARD P.,ARASTEH MAJID
 
 
 
Name of Seminar: INTERNATIONAL CONFERENCE ON BANKING SERVICES MARKETING
Type of Seminar:  CONFERENCE
Sponsor: 
Date:  2009Volume 1
 
 
Abstract: 

Social responsibility and business ethics are issues that today's organizations have considerable emphasis on them. Today, employees, customers, competitors and government as organization's stakeholders expect managers not only to perform the interaction between different sections of business, but also to participate in social discussions and attention to such issues. This paper, first try to make a clear definition of social responsibility and suggest the direction and prospects of organizations due to social responsibility, then developing an applied tool that contains a wide range of aspects of social responsibility. Also, because the success of economic systems depends on performance of large financial institutions of them and also because banks play an important role as the economic system base, finally the role of social responsibility and moral principles in marketing performance of Bank Mellat in the five approach of avoiding, positive, interactive, innovation and shareholders will be studied.

 
Keyword(s): SOCIAL RESPONSIBILITY, BUSINESS ETHICS, MARKETING, BANK MELLAT
 
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