Czy społecznie odpowiedzialna filozofia zarządzania marketingowego firmą może stanowić źródło korzyści dla konsumentów?
Is Socially Responsible Philosophy of Marketing Management in the Company Can Provide Benefits to its Consumers?

Summary/Abstract: Marketing management of the company is aiming to achieve the desired exchanges with target markets. We have to ask ourselves fundamental questions; what philosophy should guide these marketing efforts? What meaning should be attributed to the interests of the organization itself, and which to the interests of its customers and society. Very often these interests are in conflict. Today’s consumers expect companies to behave responsibly in the sphere of their activities, thus creating, promoting and adjusting the offer rich in value for customers, partners and society as a whole. The aim of the article is an indication of the possible use by the company, its socially responsible behavior as a way of satisfying the desires and long-term benefits for consumers, needs and purposes of the company and the long-term interests of society.

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