Marketing społeczny jako wsparcie dla strategii społecznej odpowiedzialności przedsiębiorstwa firmy branży lotniczej
Social marketing as a base for corporate social responsibility strategies in the aviation industry

Summary/Abstract: This article presents issues related to the social marketing of airlines and airport management groups. The theoretical framework of social marketing and corporate social responsibility is addressed, as well as the issue of the systematic approach corporate social responsibility of two largest organizations centered on airlines and airport management groups – IATA and ACI. The article also provides selected examples of specific activities relating to particular aspects of social marketing of a corporation from the aviation industry.

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