Modelo de Responsabilidad Social Empresarial (RSE), desde la dimensión ambiental, que permita el posicionamiento de marca a pequeñas y medianas empresas de Mercadeo y Publicidad de la ciudad de Bogotá - Colombia

Abstract

Corporate Social Responsibility (CSR) has become one of the relevant aspects for both companies and consumers today, to the companies get a competitive advantage and consumers indicate the type of company behind the product or service they purchase. The purpose of this research is to determine which are the methods of implementation of CSR, it is more adapted to the characteristics of advertising and marketing smalls and mediums enterprise (SMES) in the Bogotá DC city. The influence of CSR on brand image and the reputation of companies, also was evaluated. The investigation is of a documentary nature, a descriptive level with data extracted from texts, laws and documents via the web specialized in the matter.