CSR IMPLICATIONS TOWARDS QUALITY ENHANCEMENT THROUGH EFFECTIVE MARKETING WITH SPECIAL REFERENCE TO AMUL

In the contemporary business paradigm, companies cannot focus solely on monetary gains. They also need to include the dimension of social initiatives and emphasize on elevating the bottom line to boost the company image through good corporate citizenship. However, companies have now realized the relevance of Corporate Social Responsibility in the field of marketing for their short and long-term objectives. They have developed their own stronger marketing strategies around sustainability agendas for beating competitions and safeguarding their market position. As a result, today more than 90% of consumers say that they are more likely to buy from a company that supports and engages in the activities to improve society. The last half decade has witnessed a remarkable resurgence of attention among the practitioners and scholars to understand the ability of Corporate Social Responsibility to address environmental and social problems.“Corporate Social Responsibility is not about managing, reducing and avoiding the risk. It’s about creating opportunity, generating improved sustainable profitable performance for people and planet”.In short, Corporate Social Responsibility is based on the three P’s i.e., people, profit and planet which resolve around Social, Economic and Environmental development of the nation as a whole