From Social Marketing Towards Corporate Social Responsibility

Within the international literature there are presented various examples, of good practices in terms of the implication of the companies in the community as well as several negative examples such as the ENRON, NIKE case and others. The most recent negative case in Romania is that of the company Ernst & Young. Although in its declaration related to social responsibility the company Ernst & Young stated that its main aim is the responsibility towards its employees through their development in a flexible and friendly environment at the beginning of 2007 the company was the subject of a public discreditation campaign, being accused of overloading the personal, with job tasks that would have represented the cause out of which one of the employee died. The following paper is about the social responsibility of the company from a marketing perspective, aiming at a conceptual delimitation of this field