CSR marketing-mix in practice

An introduction to the possibilities of CSR marketing mix through the example of a Hungarian large bank

Abstract

The CSR marketing-mix is the sum of marketing tools, which the company uses for the implementation of its plans concerning the market and the social responsibility. The CSR marketing elements of the OTP Bank are assessed and evaluated using the method of case study based on document analysis. The elements were widely applied by the Hungarian large bank outstanding in CSR. OTP Bank shows an example to the competitors and other stakeholders.