Synergy of Corporate and Marketing Culture in Fostering Corporate Social Responsibility

ABSTRACT

The article intends to explore and scientifically ground theoretical insights on corporate social responsibility development opportunities from the marketing culture perspective and to develop methodological provisions enabling empirical research. This article contributes to understanding the role of marketing culture elements whilst striving for sustainability from a corporate perspective and presents a comprehensive theoretical framework for social responsibility development opportunities in a company from a marketing culture approach.

KEYWORDS:

• corporate culture
• corporate social responsibility
• marketing culture
• promotion
• societal marketing
• sustainability