Community Strategic Relationship of the Organizations with their Environment and Marketing

摘要

The purpose of this study is to define the community strategic relationship of the organizations with their environment and marketing as an approach, method and tool to use in strategic marketing that address communities. This approach to marketing and the organization relationship comes from a previous analysis of relationship marketing, and try to solve its deficiencies. In the study, it is used a theoretic-conceptual method with some elements of case analysis in a theoretical manner. Three propositions are stated and discussed to determine the uniqueness of the concept and its usefulness. A definition of relationship of the organizations with their environment and marketing is provided. Next, community concepts and strategies are described. Still next, differences with corporate social responsibility, corporation-community involvement, social-community marketing and shared value are pointed out. Finally, statements claiming the relevance of this approach are listed. The conclusion is that relationship of the organizations with their environment and marketing can be a good approach in those cases aimed to promote development of both, the corporation and the community, but it requires an extensive use of community concepts and strategies.