CSR – A marketing tool?
Keywords:
Corporate social responsibility, large-sized companies, marketing, company’s annual report, company imageAbstract
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.References
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