期刊名称：MEDIANALI - International scientific journal of media, journalism, mass communication, public relations, culture and society
印刷版ISSN：1846-436X
出版年度：2010
卷号：4
期号：7
页码：1-22
出版社：Sveučilište u Dubrovniku
摘要：The aim of this research was to investigate whether the corporate social responsibility (CSR) strategy implemented by Coca-Cola Beverages Croatia during the past four years has had a positive impact on the reputation of this company and on the overall business. The researcher intended to explore attitudes of Coca-Cola Beverages employees about CSR and the mentioned community relations model in order to evaluate whether the CSR policy of the company has had an impact on internal stakeholders.
关键词：corporate social responsibility; public relations; community relations; cause related marketing
