Corporate Social Responsibility and Sustainable Development in Marketing Environment: A Conceptual Review

Abstract

The objective of the study is to review the concepts of corporate social responsibility within the marketing environment of the 21 st century for sustainability. A corporation that is socially responsible will exhibit commitment to ethical behavior, it also contributes to the economic development, hence it provides good quality of life for the employees and their families, as well as, their immediate and extended environment at large. Sustainable development can be seen as the adoption of some marketing activities and business strategies today, that meet the desire of the customers and stakeholders of the enterprise, while sustaining, protecting, natural and human resources enhancement for future generation. Environment of marketing is the physical, operational, internal, externaletc. which affect business activities. They include; customers, competitors, suppliers/ distributors, political activities, economic, demographics, social and cultural activities, as well as technological innovations. However, the effect of corporate social responsibility and sustainable development in marketing environment cannot be over emphasize, because in the global arena of today, the interconnectivity between investors, creditors and other stakeholders cannot be overemphasize. It has come to lime light that environmental, social, and governance of an organization are vital parts of its sustainability and long-term performance. These concerns are the major determinant of corporate profitability. The marketing environment has a greater influence on organizations and the success of any business is dependent on its ability to adapt to its environment.