This investigation is directed to determine the use of the social responsibility as a marketing strategy, and its impact in the society. Therefore, it uses the community and relationship marketing concepts, in order to develop marketing strategies that incentive and promote social responsibility among the companies in the public transportation sector; through the creation of a tighter relationship between the companies and the clients that participate in the sector. For this reason, the overall objective of this investigation is to determine the utility of the social responsibility in the community and relationship marketing strategy in the public transportation sector. It is expected to create a connection between the community and relationship marketing strategy in the public transportation sector, through social responsibility. The importance of this project consists in the determination of the benefits that the sector can perceive with a strategic application of social responsibility and communitarian marketing strategies. It was found that Transmilenio uses the community and relationship marketing strategy, through the implementation of community strategies across the social responsibility; it is used in an effective way helping relational marketing. It was investigated trough the revision of literature about social responsibility, relational marketing, the community and relationship marketing strategy, a research of social responsibility practices of the Company and a few researches about Transmilenio
