Abstract
In recent time responsibility in the codex of companies definitely have two stressed meanings. Corporate Social responsibility and environmental consciousness are confirming the advantageous judgment of businesses which have to ensure the internal and external social responsibility and as an eternal purpose of profit-orientated companies these aims have to support and to help increasing the economic efficiency of their production system. The external environment (political, social, environmental, economic and technological) is also influencing the activity of enterprises and determines an area where companies have to suit all requirements. In this study the authors mean to examine the connection points of the above-mentioned expectations towards firms, to bring to light the essential principles and to mention the most often used marketing tools to communicate the responsible behaviour outwards.
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