World Marketing Summit to Drive Social-Purpose as Business DNA
The World Marketing Summit Malaysia 2013 (WMSM2013), brainchild of marketing guru Professor Dr. Philip Kotler, will unite some of the most innovative minds from the corporate, public, NGO and academia spheres to explore ways to integrate marketing …
See all stories on this topic »
Salesforce picks up digital marketing firm exact ExactTarget in $2.5 …
Contact Author. 4 June 2013. Updated at 13:57 CEST. Send anonymous tip · Salesforce has just announced that it has it has bought digital marketing software maker ExactTarget in a deal reported as being worth $2.5 billion. More to follow as …The Next Web
See all stories on this topic »
CA offers marketing contracts to Ahmed, Sandhu – ESPN Cricinfo
Cricket Australia is expected to pour more money into growing the game at grassroots level and appealing to a more diverse fan-base after the new A$590 million broadcasting rights deal – Cricket news from from cricket in Australia.Cricket news from ESPN Cricinfo.com
See all stories on this topic »
Popular Questions
What is the World Marketing Summit aiming to achieve by making social purpose part of business DNA?
The World Marketing Summit seeks to encourage companies to treat social purpose as a core business responsibility rather than a short-term campaign theme. This approach connects marketing decisions with measurable benefits for communities, customers, and other stakeholders. Businesses can apply it by aligning their mission, operations, communications, and performance measures around a clearly defined social objective.
How can businesses apply the social-purpose ideas promoted by the World Marketing Summit?
Companies can begin by identifying a social or environmental issue that is directly connected to their expertise and customer needs. They should set practical goals, assign responsibility to business leaders, and track outcomes instead of relying only on promotional claims. Regular reporting, stakeholder feedback, and transparent revisions can turn the summit’s social-purpose message into ongoing business practice.
Why does the World Marketing Summit emphasize social purpose as business DNA instead of a marketing campaign?
Embedding social purpose in business DNA makes it part of decision-making across products, partnerships, hiring, supply chains, and customer engagement. A campaign may create temporary attention, while an integrated purpose can influence how a company creates value over time. This distinction also encourages businesses to support their claims with consistent actions and evidence.
How can marketers measure progress toward the World Marketing Summit’s social-purpose vision?
Marketers can track both business results and social outcomes linked to a defined purpose. Useful measures may include community reach, behavior change, customer trust, employee participation, emissions reductions, or access to essential services, depending on the goal. Publishing the methodology, baseline, timeframe, and results makes progress easier for stakeholders to evaluate.