Społeczna odpowiedzialność w marketingu – wybrane aspekty
Social responsibility in marketing – selected aspects

Summary/Abstract: Social engagement of business is currently one of the biggest challenges for companies, as it creates trust based on a company’s reputation, which helps in fighting with the biggest corporations. By applying consequent actions within responsible business, a company sets a higher standard of the expectations of consumers and the whole environment in a particular branch and against competition. Actions undertaken within socially responsible marketing transform into a process of a dialogue, familiarizing with reciprocal capabilities, hierarchization of value, seeking compromise within the framework of a widely understood partnership (with the surroundings, the employees, the environment) which is supposed to be profitable for both sides. A consequently implemented and applied socially responsible marketing conception creates a company image for consumers, employees, as well as, local communities.

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