MARKETING A SPOŁECZNA ODPOWIEDZIALNOŚĆ BIZNESU – SPRZECZNE IDEE?
MARKETING AND CORPORATE SOCIAL RESPONSIBILITY – CONTRADICTORY IDEAS?

Summary/Abstract: Marketing is perceived negatively as a concept of creating the new needs and persuading customers to increase the consumption caused that marketing may be seen in conflict with the idea of sustainable development and corporate social responsibility. The paper presents the discussion whether this is true and the use of marketing activities is incompatible with the objectives of sustainable development. It was found that the social responsibility performance of enterprises is compatible with simultaneous taking of marketing, and marketing is consistent with the concept of CSR. It emphasized that the role of marketing is to act in the interests of businesses, for the good of the customer and society. We can conclude that these concepts have many of common areas and can be implemented at the same time complementing each other.

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