Responsabilidade social corporativa e marketing social corporativo: uma proposta de fronteira entre estes dois conceitos

Abstract

Many authors have different visions about the border of the domain of corporate social responsibility. Regarding the corporate social marketing, there is also no consensus on what the theory should include. Different definitions about what is corporate social marketing include propositions from corporate social responsibility. Based on the literature about the theme, this essay aims to propose a criterion that defines if the organization accomplishes actions socially responsible or efforts in corporate social marketing. The support offered to a social cause is characterized as an action socially responsible. Nevertheless, starting from the moment in which the organization makes public, through communications, the association of its brand to the cause, seeking competitive advantage, it advances beyond the sphere of the social responsibility to penetrate into a wider domain: the one of the corporate social marketing.