Corporate social responsibility is a modern business practice applied by an increasing number of companies both in the world and in Croatia. There is a wide choice of alternatives according to which companies can operate socially responsibly, and each of these alternatives offers numerous benefits for all parties involved. When it comes to strategic partnerships, especially from the aspect of economics as social science, it is about connecting companies through several different forms. A strategic alliance or strategic partnership is defined as a coalition of companies created to achieve important business goals. Strategic partnerships focus not only on achieving the goal but also on allocating resources that will ultimately lead to mutual benefits for both parties involved. Corporate social responsibility and promotion complement each other. In order to achieve social goals, which are in the interest of the community and the company, it is necessary to achieve communication between these two parties. Promotion as a way of promoting socially responsible behavior works through the internal and external dimensions of business. The paper promotes the social responsibility of companies through strategic partnerships and is specifically presented and explained through a comparative analysis of strategic partnerships between Philip Morris International and Philip Morris Zagreb.