Corporate social responsibility and sustainable marketing: a path towards sustainable development

Abstract

The objective of this research is to examine the relationship between Corporate Social Responsibility and Sustainable Marketing, highlighting its relevance for modern companies, while proposing sustainable marketing strategies. The research uses as methodology the systematic literature review that provides qualitative results. Tools with explanatory scope were used for the analysis and synthesis of documents. The results revealed a strong connection between Corporate Social Responsibility and Sustainable Marketing, highlighting key elements such as employee motivation, risk reduction and brand distinction. The study concludes that Corporate Social Responsibility focuses on sustainable practices and that its relationship with sustainable development emphasizes long-term value generation. The fusion of sustainable marketing with the 4 Ps of the marketing mix is identified as a key differentiator that educates consumers, integrates socio-environmental aspects and helps sustainable development.