Leaving the environmental issues to the side for a second, for BP it is disasters such as these that truly test the capabilities of their Marketing and Communications teams. It turns out they are not working together as well as one would hope.

Most multi-national companies now engage in some form of Corporate Social Responsibility, with a strategic approach involving a combination of corporate giving, philanthropic sponsorships and cause related marketing. This free white paper looks at how multi-nationals are integrating Corporate Social Responsibility into their marketing strategy to build and sustain a competitive advantage.