By Januarius Asongu

The document discusses using corporate social responsibility (CSR) as a marketing tool. It argues that CSR programs should be strategic in nature to provide benefits to both businesses and society. While some view CSR as merely philanthropic activities, the document asserts CSR encompasses broader ideas like sustainability and environmental protection. When CSR efforts are designed to maximize a company's exposure and improve its reputation and brand image, it can function as an effective marketing strategy.