This book demonstrates the concept of CSR and how it is included as an element of value-based marketing. Using research from the Polish market, the author explores the concept of value-based marketing, how organisations are implementing CSR and analyses the effect on consumer behaviour.
This book demonstrates the concept of CSR and how it is included as an element of value-based marketing. Using research from the Polish market, the author explores the concept of value-based marketing, how organisations are implementing CSR and analyses the effect on consumer behaviour.
Honorata Howaniec holds a PhD in Economics and is Assistant Professor in the Department of Marketing and Entrepreneurship, Faculty of Management and Transport, University of Bielsko-Biala (Poland). Her research interests include corporate social responsibility, value-based marketing, brand management, competitiveness and innovativeness. She is a member of the Committee for Organizational and Management Sciences of the Polish Academy of Sciences and an expert of the Polish Agency for Enterprise Development and National Center for Research and Development.
Inhaltsangabe
Introduction 1. Corporate social responsibility: Genesis, the role of ethics in shaping the concept 2. The essence of corporate social responsibility 3. Social responsibility and value-based marketing 4. Shaping value-based marketing 5. Value creating in practice - social responsibility as an element of value enterprises, research results
Introduction 1. Corporate social responsibility: Genesis, the role of ethics in shaping the concept 2. The essence of corporate social responsibility 3. Social responsibility and value-based marketing 4. Shaping value-based marketing 5. Value creating in practice - social responsibility as an element of value enterprises, research results
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