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izvor podataka: crosbi

Integrating corporate social responsibility into the company’s marketing strategy : the case of CCHBC Croatia (CROSBI ID 610028)

Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija

Pavičić, Jurica ; Fudurić, Morana ; Tomić, Slavica Integrating corporate social responsibility into the company’s marketing strategy : the case of CCHBC Croatia // Proceedings of International scientific conference Social responsibility - sustainable economy / Székely, Csaba (ur.). Šopron: University of West Hungary Press, 2013. str. 267-279

Podaci o odgovornosti

Pavičić, Jurica ; Fudurić, Morana ; Tomić, Slavica

engleski

Integrating corporate social responsibility into the company’s marketing strategy : the case of CCHBC Croatia

While corporate social responsibility (CSR) used to be a matter of choice and in their most primitive form implied concern for the environment, today CSR represents a necessity for companies and covers many complex aspects. The modern business world is increasingly recognizing the importance of CSR to achieve sustainable growth and development. Today the success of a company is measured not only by its profits, but also by its ability to effectively manage other operational parameters that are important for the company, society and the environment, in a dialogue with other stakeholders. The main purpose of this paper is, after providing a brief overview of theoretical knowledge on CSR, to analyze the strategic role of CSR within a company and present research on the impact of CSR integration in marketing strategy using a well- known multinational company in Croatia. The results indicate that, even if the respondents are not very familiar with specific CSR activities of the company, they still believe such activities have a positive impact on the company’s image, reputation and sales.

corporate social responsibility; marketing strategy; integration

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Podaci o prilogu

267-279.

2013.

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objavljeno

978-963-334-143-8

Podaci o matičnoj publikaciji

Proceedings of International scientific conference Social responsibility - sustainable economy

Székely, Csaba

Šopron: University of West Hungary Press

Podaci o skupu

International scientific conference Social responsibility - sustainable economy

predavanje

13.11.2013-13.11.2013

Sopron, Mađarska

Povezanost rada

Ekonomija