CSR or Corporate Social Responsibility is usually seen an exercise by the corporate to contribute positively towards the society. It is rarely ever seen as an effective tool to create brand. This despite the fact that market is full of cases where brands are built due to social responsibilities taken up by corporate as it has helped capture the mind-space of the consumer.
The paper talks about corporate social responsibility in the context of a marketing exercise and do's and don't's of the exercise. Citing real life example, the paper emphasized synergies required to convert an altruist exercise into an ROI oriented instrument.