Towards a management of socially responsible marketing: Decisions of purchase and of communication

This paper approaches marketing as a system of organizational thought focused on the Corporate Social Responsibility (RSC) background, for which it considers several views about its meaning. Purchase and communication decisions involve a high social responsibility. They include the role of media as a crucial component of marketing management. The RSC benefits in the short and long not only collectivity but also the organization itself through a good image y prestige, through the efficiency of productive processes and through an operativity toward future generations. Organizations responsibility is greater than consumers responsibility with respect to optimal purchase decisions, because they possed more knowledge and information than consumers. Therefore it is their responsibility to offer healthy products and less polluting services. The media and the strategies communications should not transmit the counterculture or just sensationalism, but the positive aspects in benefit of society.