The article presents the essence and development of the corporate social responsibility concept, from Adam Smith’s views based on the classic economy to the present approaches. An enterprise operates and fulfils a specified social role by disposal of social resources. The method and scope ofits involvement in implementation of universal human aims, especially those relating to common future, constantly evolves with social development. Nevertheless, it is not possible to impose on enterprises the responsibility for sustainable social development. This must be understood and accepted by enterprises, in accordance with expectations of the society at a given stage of development. In the Author’s opinion, strategic marketing can play a significant role in building corporate social responsibility.