Non-business marketing revisited: the role of corporate social responsibility in Hungarian organizations

Abstract

This paper aims to propose an unified model for non-business marketing including the marketing activities of organizations working in non-profit and profit oriented business sectors. At this purpose, we assumed that even when the marketing activities in non-profit, public and public utility organizations show certain specificities, almost all organizations develop them sharing the background aim of improving social welfare. Further objectives of the study were to explore the way which Corporate Social Responsibility(CSR) is incorporated in the sphere of non-business activities, and to describe how Hungarianorganizations relate to CSR activities, as the results of previous exploratory researches in thecountry context pointed to a still rather poor implementation of responsible principles.

Keywords

• non-business marketing
• non-profit sector
• public sector
• Corporate Social Responsibility (CSR)
• Hungary