CORPORATE SOCIAL RESPONSIBILITY AS MARKETING STRATEGY
Journal Title: EMC Review: Časopis za ekonomiju i tržišne komunikacije - Year 2014, Vol 8, Issue 2
Abstract
The subject of this journal article is corporate social responsibility as a marketing strategy for company, which thrive to promote and achieve better market’s competitiveness thanks to unique, inovative and social responsible activities. CSR is frequently used concept in contemporary business, through which companies endeavour to achieve contribution toward solution of important social themes as well as problems of the whole society. Depending on how company is considerable with the project of social responsibility and its achievement, there will be vivid business results. Beside CSR implementation, it is necessary to insist on promotion with adequate appliance of internal and external communication. Thorugh the implementation of CSR activities, company acquires enviable competitive advantage, strengthens the position of brands within its products/services and gets affinity of responsible state departments as well as the whole society. Thanks to the review and analysis of available literature, in this journal is shown how CSR influences further company’s development, creation of competitive advantage and the company’s image. That is the way how company achieves affinity of its customers and society by implementation of coordinated business standard, ethics and sustainable business and marketing strategies. Authors indicate the role and importance of social responsible marketing, all desirable activities and the method of implementation that improves business performances and makes better market positioning as well as certain customers skepticism as a result of some direct advertising.
Authors and Affiliations
Ivana Projović, Nevenka Popović Šević
Keywords
Related Articles
- EP ID EP341966
- DOI -
- Views 72
- Downloads 0
IMPLEMENTACIJA LEAN METODOLOGIJE U PROIZVODNIM PREDUZEĆIMA
Kao savremeni način razmišljanja lean metodologija koristi alate, koji su usmjereni prema kontinuiranom poboljšanju funkcioniranja sistema uz kontinuirano savršenstvo. Lean proizvodnja (LP) podrazumijeva manje rada na ra...
THE RELATIONSHIP BETWEEN AVERAGE WAGES IN THE PUBLIC AND PRIVATE SECTORS IN THE REPUBLIC OF SRPSKA REGARDING MATCHED LEVELS OF EDUCATION
Public and private sector are complementary parts of each economy. If they do not comply it is not possible to achieve continuous economic growth. However, there are important differences between these two sectors. One o...
MUTUAL ADAPTATION OF INTEREST RATES ON THE MONEY MARKET
Along with the process of globalization, interest rates have become a significant benchmark for the effectiveness of banking policies in the money market. In this regard, the focus of the research is the interdependence...
DETERMINANTE KREDITNOG RASTA U BANKARSKOM SEKTORU BOSNE I HERCEGOVINE-DETERMINANTS OF CREDIT GROWTH IN BANKING SECTOR OF BOSNIA AND HERZEGOVINA
Credit growth is function of several variables, which are from the domestic banks point of view internal and external. NPL and deposits, on bank level, nominal GDP growth, and inflation have biggest impact on credit grow...
AIR TRANSPORT PRIVATIZATION TRENDS
It is important to consider basic principles, practical results and consequences, in order to understand practical results and consequences of privatization. In case of airline privatization trends, it is obvious that th...