Cause-related marketing i strategiczna filantropia jako instrumenty marketingu społecznego
Cause Related Marketing and Strategic Philanthropy as Instruments of Social Marketing

Summary/Abstract: Corporations are increasingly concerned about managing social issues. This is reflected in several types of initiatives that combine the organisational needs and social needs. An aim of the article is to present differences between cause related marketing and strategic philanthropy as tools of corporate social marketing. Understanding of these differences is important to managers because it allows them to use the tools in a proper way. The article provides a conceptual framework for developing social marketing activities in a more effective manner.

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