Abstract:

Business has to adapt the modifying era as a need of globalization to be successful at competition. They have to get the support of first the employers and then the target audience in order to provide the change. Because in addition to the rising competition, shortening the product life span and the decreasing differences between the product as a result of globalization, forming the differences at product or services and presenting some standards that appreciate the customer becomes important from the side of customer choice. Today’s customer generally takes into consideration the emotional reasons more besides paying attention to physical points in their buying choice. Namely, consumers ask the business both to present low prices and form various differences. This difference is implemented by the efforts that depend on forming sentimental value between the business and the customer. From this side the customer' adapting the corporation with the sentimental volume is performed generally when the target audience perceives that the corporation has the social resonsibility.Consumers' prefering the business which are sensitive to the social matters while choosing the product causes the social responsibility matters to be necessity in marketing efforts. In other words even the customers want the business to behave sensitive to the social matters anymore. As a result of these developments business began to give messages consisting of social responsibility to their target audience by relating their product to a social matter or subject. Consequently business have begun to implement both their contributions to the solutions of the social matters they deal with and their efforts that provide developing image and brand loyalty with the CRM- a member of marketing communication- by devoting some of their income to social matters after integrating their social responsibility consciousness with their objective of providing income since 1980

Keywords: