A Guide for CMOs on Corporate Social Responsibility

Written by Melissa Sonberg

Historically, corporate social responsibility (CSR) activity was concerned with brand building, not ROI. It was the old philanthropic model: people with resources, power, and access choosing to donate or share assets. Today, brands are putting a heightened importance on creating more than just goodwill with new initiatives, and that puts chief marketing officers front and center in this new era of strategic social responsibility.

Read full article: AIMIA Institute, May 22, 2015