RESPONSABILITATEA SOCIAL A COMPANIILOR INSTRUMENT DE MARKETING MODERN

Violeta, SIMA1 Ileana Geor iana, G!EORG!E" Universitatea Petrol-Gaze Ploieti 1 e-mail: simatv@yahoo.com 2 e-mail: ileghe@yahoo.com Key-Wor s: social res!onsi"ility# s$staina"le evelo!ment# mar%eting a!!liance E#TENDED ABSTRACT$ &he social res!onsi"ility o' the com!anies !res$mes the strategies 'or the comm$nity li'e involving an the !artnershi!s evelo!ment. &he "ene'its "elong rather to the emotional an $ra"le category then the material an on short term category. &here are "ene'its 'rom the secon category li%e c$stomers( 'i elity gro)th# ne) c$stomers( attraction an sells gro)th. *n the act$al conte+t the com!anies are eval$ate not only in '$nction o' the !ro $cts ,$ality# "$t o' the social li'e contri"$tion o' the comm$nity that ta%ing !art. *n o$r ays some cor!orations "egan to integrate &he -or!oration .ocial /es!onsi"ility 0-./1 into the com!anies( !olitics. &his re,$ires long term !rogrammes in or er to solve social ca$ses. 2s a conse,$ence o' the com!anies( im!lication a)areness o' the c$stomers# in act$al conte+t# the com!anies are eval$ate not only accor ing the !ro $cts ,$ality# "$t in '$nction o' the comm$nity social li'e# too. &he international instit$tions li%e U34# 5U an -564# are involve in a 'rame)or% ela"orating 'or the -./ e'inition 789. &he -./ activities o''er "ene'its at t)o levels: 'or the society an 'or the com!anies. &he society(s "ene'its are relate to the !$"lic interests. &he com!anies( "ene'its are !resente in this !a!er. P%ili& Kotler an' Nan() Lee 'i*i'e' t%e CSR Pro ra++e, -ro+ a (o++.ni(ator &er,&e(ti*e /"01 &hese are in this !a!er 'rom the !oint o' vie) o' o$r co$ntry isc$sse . RE2ERENCES
1. Mi(%ael !o&3in,, Corporate social responsibility: an issues paper # Wor%ing Pa!er 3o. 2: Policy *ntegration 6e!artment# Worl -ommission on the .ocial 6imension o' Glo"alization *nternational ;a"o$r 4''ice# Geneva# <ay 2==>? 2. P%ili& Kotler, Nan() Lee - Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause, @ohn Wiley A .ons# *nc. P$".# 2==>? B. To+a, S1 G1 - De la calitate la responsabilitatea social corporatist # 2m'iteatr$ economic v. C# nr. 2=# 2==8# D$c$reti? >. Brundtland Report# W-56# 1EC8? F. 5$ro!ean -ommission P$"lications# Green aper romoting a !uropean "rame#or$ for Corporate Social Responsibility# 2==1? %& http:''ec&europa&eu( :. htt!:GG))).coo!america.org# Cone Corporate Citi)enship Study# 2==>.