RESPONSABILIDAD SOCIAL EMPRESARIAL AL MARKETING DEL SIGLO XXI

Abstract

This paper seeks to visualize how companies are at a historic moment in which new meaning in the human and established as central role service and recognition of others. This dynamic has led to recognize, as palpable reality that there is a symbiosis between doing and must do, which currently converge in a scenario of affirmative action. In this context the main objective of this work is the serious approach to the responsibility of the companies against the marketing of the XXI, which as sustained century rises from a human and with actions to seek sustainability perspective on the frame actions that each company makes assuming an ethical commitment that society may reward for their loyalty beyond the mechanical recurrence buy / consume. Secondary objectives is to demonstrate that intra-country efforts are being made around this current deployed in the hemisphere, knowing that the concept of undertaking is renewed by a corporate humanization