Corporate Social Responsibility Concept in Marketing Activity of a Large Company

Wereda Wioletta ()
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Wereda Wioletta: University of Podlasie, Poland

Ovidius University Annals, Economic Sciences Series, 2010, vol. X, issue 2, 848-854

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".

Keywords: corporate social responsibility; marketing; company (search for similar items in EconPapers)
JEL-codes: M14 M31 (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:10:y:2010:i:2:p:848-854

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