Corporate social responsibility as a marketing means in Lithuanian business practice
Abstract
In this article paradigm transformations in marketing theory are discussed and the approach that relationship marketing should be considered as the new marketing paradigm, which emerged in the process of marketing orientation changes, is reasoned. In the context of relationship marketing paradigm the marketing logic which emphasises importance of meaningful relationship creation and retention, that deliver both economic and social value not just to company's consumers, but also to all relevant stakeholder groups, receives recognition in marketing theory. Therefore, in this article conceptual framework of Corporate Social Responsibility (CSR) both from general management and marketing perspectives is discussed, revealing similarities and controversial aspects of its interpretation. It is claimed that it is not enough just to talk about CSR: it must supported by concrete actions and marketing solutions in the company. Thus, it is reasoned that CSR can be used as a marketing means and usually is integrated in marketing communication which becomes a closely related element while talking about the identity, image and reputation of the company and creating sustainable relationship with stakeholders, as well as seeking to influence changing consumer preferences. The empirical research is accomplished with the aim to investigate what principles of CSR and processes are expressed in the official sites of socially responsible companies in Lithuania and what stakeholder expectations they are directed to.Date
2008Type
info:eu-repo/semantics/articleIdentifier
oai:lituanistikadb.lt:LT-LDB-0001:J.04~2008~1367161495931https://vb.lituanistikadb.lt/LDB:TLITLIJ.04~2008~1367161495931&prefLang=en_US