Marketing - Csr on Paper

MARKETING CONCEPTUAL PAPER

CSR as a Marketing Tool









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INTERNATIONAL UNDERGRADUATE PROGRAM
FACULTY OF ECONOMICS AND BUSINESS
UNIVERSITAS GADJAH MADA
Topic
Global competition, changing society, evolution of marketing theory, and many other factors have forced a company to fully utilize its resource for the best output. The condition also applied for marketing sector where marketer should give its 100% of result for the company. This leaves marketer with some option to be chosen, one of them is to using a new style of marketing, a new concept of marketing.
Abstract
Company Social Responsibility (CSR) has been known as a simple charity concept. The program of Corporate Social Responsibility is the social program that provides a lot of contributions in solving social problems in job opportunities, health, education, economy, and the environment. The implementation of the CSR program still faces some obstacles, namely, the program has not been standardized. Another barrier is the difference of viewpoint between the Department of Laws and Human Right and the Department of Industry. The other is that there is no clear regulation on the implementation of CSR. However, CSR program can improve the spirit of togetherness among different communities especially between the company and the stakeholders.
While CSR itself can be related as an ethical effort to fulfill its responsibility towards society, the charity can also be utilized as a marketing tools for gaining marketing advantage among the stakeholders, include the target market.
Introduction
The term "Corporate Social Responsibility" came in to common use in the early 1970s, after...