publication . Master thesis . 2010

Corporate Social Responsibility: The Future of Marketing Communications

Zidarova, Margarita;
Restricted English
  • Published: 01 Jan 2010
  • Publisher: Vysoká škola ekonomická v Praze
  • Country: Czech Republic
Abstract
The purpose of this study was to investigate Corporate Social Responsibility (CSR) as a contribution tool to the future practices of corporate marketing communications. Another aim was to discover the current practices of CSR within corporate marketing communications with a specific focus on corporate and stakeholder value creation gained through this merging of two disciplines. Finally, the possibility of creating future competitive advantages through the use of CSR in marketing communications was also examined. The author applied a qualitative interview questionnaire as well as a quantitative survey study as primary research methods conducted for the purpose o...
Subjects
free text keywords: Corporate Social Responsibility (CSR); společenská odpovědnost firem (CSR); Corporate and Marketing Communications; Public Relations; public relations; udržitelnost; Financial Performance; skepticismus; Sustainability; Corporate Reputation; zájmové strany; firemní marketingová komunikace; finanční výkony; Corporate Image; Skepticism; firemní image; firemní reputace; Stakeholders
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