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Corporate Social Responsibility Concept in Marketing Activity of a Large Company

Author

Listed:
  • Wereda Wioletta

    (University of Podlasie, Poland)

Abstract

While companies often view customer loyalty programs as a fast way to enhance profitability by inducing customers to buy, they are finding that there is a much greater value provided by this programs: the collection of information from program members. In this new light, the main aim of this article is to show the role of social responsibility concept in marketing in a large company in Poland in the 21st century, in the theoretical frame and practical one - that is the example of "a case study".

Suggested Citation

  • Wereda Wioletta, 2010. "Corporate Social Responsibility Concept in Marketing Activity of a Large Company," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 848-854, October.
    • Handle: RePEc:ovi:oviste:v:10:y:2010:i:2:p:848-854
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    More about this item

    Keywords

    corporate social responsibility; marketing; company;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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