CORPORATE SOCIAL RESPONSIBILITY AS MARKETING STRATEGY

The subject of this journal article is corporate social responsibility as a marketing strategy for company, which thrive to promote and achieve better market's competitiveness thanks to unique, inovative and social responsible activities. CSR is frequently used concept in contemporary business, through which companies endeavour to achieve contribution toward solution of important social themes as well as problems of the whole society. Depending on how company is considerable with the project of social responsibility and its achievement, there will be vivid business results. Beside CSR implementation, it is necessary to insist on promotion with adequate appliance of internal and external communication. Thorugh the implementation of CSR activities, company acquires enviable competitive advantage, strengthens the position of brands within its products/services and gets affinity of responsible state departments as well as the whole society. Thanks to the review and analysis of available literature, in this journal is shown how CSR influences further company's development, creation of competitive advantage and the company's image. That is the way how company achieves affinity of its customers and society by implementation of coordinated business standard, ethics and sustainable business and marketing strategies. Authors indicate the role and importance of social responsible marketing, all desirable activities and the method of implementation that improves business performances and makes better market positioning as well as certain customers skepticism as a result of some direct advertising.