Open AccessTHE ROLE OF PUBLIC RELATIONS IN PROCESS OF IMPROVEMENT OF CORPORATE SOCIAL RESPONSIBILITY
Author(s) -
Ružica Đervida Lekanić,
Cariša Bešić,
Snežana Bešić
Publication year - 2017
Publication title -
advanced quality
Language(s) - English
Resource type - Journals
eISSN - 2217-8538
pISSN - 2217-8155
DOI - 10.25137/ijaq.n2.v44.y2016.p19-22
Subject(s) - excellence , business , corporate social responsibility , marketing , social responsibility , order (exchange) , marketing management , philosophy of business , business marketing , public relations , business model , political science , finance , law
The main objective of modern business is achievement of business excellence and world - class of products and services. Companies which actively and continuously apply modern management methods and techniques, special in marketing, have significantly better chance to strengthen their competitive capability on global market and to assume stable market position with perspective for further marke t development. Modern business philosophy implies that organization has to be responsible for its actions and steps and towards all stakeholders in environment. Attaining of business excellence goals of an organization presupposes built corporate social responsibility. In order for domestic companies to become competitive internationally, it is necessary to change the way of thinking and to adopt modern marketing methods and marketing communications, in the field of organizational management