Marketing and Corporate Social Responsibility (CSR). Moving between broadening the concept of marketing and social factors as a marketing strategy

In recent years, Corporate Social Responsibility (CSR) has been addressed and managed by all types of companies and organizations in several ways. It has also led both business people and scholars to articulate varied interests on the incorporation of this concept into their activities. Accordingly, this article seeks to relate the CSR concept to marketing by presenting a classification of different theoretical perspectives according to which these two constructs are interrelated. It is important to evaluate the ways in which marketing managers can apply CSR-related activities to generate value for their various stakeholders. It is just as important to advance knowledge on CSR implementation in the field of marketing through this literature review and corresponding empirical evidence. © 2017 ESIC & AEMAR