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Assignment 3 Marketing planning Bruk Kassaye Contents Introduction 3 Corporate Social Responsibility 3 Ethics 3 Ethical and Unethical Organisations 4 Ethical organisations 4 Shell 4 BP 5 Management of individual elements in the Marketing Mix (BP) 6 Mismanagement of individual elements in the Marketing Mix (Shell) 7 2B Effectiveness in marketing strategy (Shell) 8 Effectiveness of BP marketing strategy 8 Introduction and terms of reference As a journalist for a business publication, I have been requested to submit a report on ethical and corporate social responsibility issues; the report concentrates on the marketing management practise of BP and Shell in relation to their ethical and corporate social responsibility and the importance of their application in business today in business today. The source of information was taken from the internet, newspapers and books, in order make the appropriate evaluation and findings. 1. Corporate Social Responsibility Corporate social responsibility (CSR) is the way in which an organisation expresses its values in behaviour towards stakeholders. The European Commission defines it as...

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