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Csr – A Marketing Tool?

Author

Listed:
  • MIHALACHE, Silvia-Ştefania

    (“1 Decembrie 1918” University of Alba Iulia)

Abstract

Starting from the idea that investing in CSR creates value not only for the company’s stakeholders, but especially for the company itself, in this article, using secondary data analysis, we try to answer the question: is CSR a sign of responsibility or just a marketing tool for promoting the business?The purpose of this paper is to bring contributions in highlighting the nature of the connection between CSR and Marketing, using the secondary data analyze of the annual reports of some companies. Companies that usually use the annual report as a marketing or communication tool for voluntary disclosure of non financial information to their various stakeholders, including shareholders, employees, customers, suppliers, media and government, and to develop a particular brand image for the organization although the report is sometimes a financial one.

Suggested Citation

  • MIHALACHE, Silvia-Ştefania, 2011. "Csr – A Marketing Tool?," Annals of Spiru Haret University, Economic Series, Universitatea Spiru Haret, vol. 2(1), pages 159-164.
    • Handle: RePEc:ris:sphecs:0121
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    More about this item

    Keywords

    Corporate social responsibility; large-sized companies; marketing; company’s annual report; company image;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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