Lahiri, Monojit
May 2013
4Ps Business & Marketing;May2013, Vol. 8 Issue 5, p44
The article presents opinion on the potency of corporate social responsibility (CSR). Professor C. B. Bhattacharya believes that CSR is an exploration of consumer behaviour and marketing strategies that shows how intangible assets strengthen shareholder relationship. Veteran advertising guru Alyque Padamsee accorded that CSR initiatives might not always attain all that they wish to, but it is the monitoring system which is at fault and not the intent.


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