Marketing społecznie zaangaśowany – mariaś marketingu i społecznej odpowiedzialności
Cause-related marketing – marriage of social responsibility and marketing

Summary/Abstract: The aim of the paper is to present the cause-related marketing as a concept which fits to nowadays theories of enterprise management: stakeholders theory, social responsibility as an important factor of developing sustainable competitive advantage and social marketing. The idea, rules, benefits and threats of its implementing in practice have been discussed. The instruments of CRM which are specific for retailing have been indicated. To illustrate the theory the short case study of Tesco Poland, which is well known because of CRM strategies which work, has been presented.

• Details
• Contents