The Role of Marketing Communications in Responsible Organizations

Zečević, Leposava and Zečević Stanojević, Olgica and Milenković, Ana (2017) The Role of Marketing Communications in Responsible Organizations. In: 36th International Conference on Organizational Science Development: Responsible Organization. University of Maribor Press, Portorož, Slovenija, pp. 1317-1328. ISBN 978-961-286-020-2

Text Zečević, Stanojević Zečević, Milenković - Portorož (2017).pdf - Published Version Available under License Creative Commons Attribution Non-commercial No Derivatives. Download (446kB)

Abstract

In the contemporary business environment, the number of responsible organizations is constantly increasing. Responsibility is reflected onto various fields such as micro environment of an organization, and macro environment, as well. Being responsible means being precise, consistent, correct, taking control, making strategy, motivating, making achievements for the overall business system. If we discuss the ethical, moral, social or financial workforce responsibility, we have to bear in mind that good communication within an organization and communication between the organization and public audience create an excellent predisposition to responsible business. Since marketing communications nowadays provide us with 100% transparency, organizations invest additional effort to position its responsibility and spread it to new segments. Therefore, this paper will focus on the role and the importance of marketing communications in responsible organizations. Through the current examples of leading companies from the field of social responsibility, we demonstrate how marketing communications affect awareness of customers and their complementary activities.

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