The article looks at topical subject of corporate social responsibility (CSR) and its comprehension in marketing theory. The literature on definition of CSR concept is not uniform. First, the author reviews the CSR concept and makes some distinctions between different views employed in the literature. Then she focuses on its connection with marketing. She seeks to demonstrate that the role of CSR in marketing depends on understanding of marketing itself. She discusses two major orientations. Firstly, marketing as a management technology based on activities and instruments and secondly marketing as a social process where moral issues are at stake. Each dimension represents one side on the continuum used for demonstrating practical implications of CSR concept.
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