Toward a Better Performance: Through CSR in Holistic Marketing Concept (Menuju Kinerja yang Lebih Baik: Melalui CSR dalam Holistik Marketing Konsep)
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Many firm have found the business case for greater attention to corporate social responsibility to be compelling, particularly given reputational risk and other pressure of the contemporary business environment. Corporate social responsibility is the obligation an organization has to be ethical, accountable and reactive to the needs of society as mentions in triple bottom line. It’s suggest that socially responsibility firms undertake two things, eliminating negatives and doing positives. In general, business experts agree that socially responsibility firms are more likely to thrive and survive in the long term and being good reputation firms. Manager presume that social responsiveness generates goodwill from employee, consumers, and other publics that enhance the long run profitability and viability of firms and the protects their own employment. Positive oriented and socially responsible firms can couple the goal of being beneficial force in society with the goal of attracting consumers and generating loyalty. Furthermore, CSR is one of part in holistic marketing orientation beside internal marketing, integrated marketing and customer relationship marketing. Finally, the holistic marketing orientation is a key the company for improving environment to improving performance in long term toward their marketplace.