Using a Benchmark Perspective to Analyze Corporate Social Marketing Initiatives in India

Ranjit Kaur, Gordhan Kumar Saini, Sameer Deshpande, Alexander Campbell, Department of Marketing, Fortune Institute of International Business, New Delhi, School of Management and Labour Studies, Tata Institute of Social Sciences, Social Marketing, Griffith University, Peter Faber Business School, Australian Catholic University

Social Marketing Quarterly

Published online on February 28, 2026

Abstract

Social Marketing Quarterly, Ahead of Print.
BackgroundIn response to the Companies Act of 2013, Corporate Social Responsibility (CSR) initiatives have exploded in India. However, little research exists on Corporate Social Marketing (CSM) in India.Focus of the ArticleThe current study addresses this ...