Some Considerations on Integrating Corporate Social Responsibility in the Marketing Strategy of Banking Institutions

The paper tackles the optimal manner of using corporate social responsibility in banking institutions to improve relations with stakeholders. Based on the previous literature, the paper explains how corporate social responsibility should be integrated in the marketing strategy of the bank, considering the relations of the banks with a wide range of stakeholders. The analysis emphasizes that it is important to integrate corporate social responsibility in the marketing plan in a structural manner, knowing that different types of stakeholders are sensitive to different behaviours of the bank in terms of sustainable actions undertaken.