Marketing Social e Responsabilidade Social Corporativa: Uma Breve Revisão

Any organization belongs to a social matrix (FREEMAN, 1984; FOMBRUN, 1996; QUAZI, 1997; CARROLL, 1999), making sure it has an obligation to be accountable to society for their actions. Despite criticism from many and the passivity of certain organizations on this issue, social marketing and corporate social responsibility are in vogue in the world, bringing benefits not only to society but also to the organization involved in this new and comprehensive marketing concept. So, and justified by the few studies found in Brazil, this theoretical article brings some relevant issues, starting with the evolution of marketing from the economic vision until the social one, specifically on issues related to social marketing and corporate social responsibility. Finally, a brief review of these concepts suggests that new studies should be done, especially the effectiveness of social marketing and corporate social responsibility from organizations and society, because "it is through social action that affects the welfare organizations and society" (CHAHAL e SHARMA, 2006: 205).