Social Responsibility and the Influence of Public Marketing on Solutions in Favor of Local Collectivities

Trying ever so hard to achieve performance, corporations consume natural and human resources, pollute the environment, lobby the adoption of laws that favor them by giving obtaining competitive advantages, and relocate production capacities looking for lower operating costs. The negative impact of corporations on modern societies is softened by what literature calls social responsibility. Although contemporary tendencies do not define social responsibility as a direct mean of marketing or public relations, it has been observed, how companies gain the acceptance of the affected communities by making public the responsibility they are taking. It is interesting to study the way in which, similar to corporations, the public sector influences with its activity the community, as well as the way in which it takes responsibility for this. This paper proposes a study of the role of social responsibility and of the influences of public marketing on the decisions in favor of local collectivities.