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Please use this identifier to cite or link to this item: http://ir.kneu.edu.ua/handle/2010/19316

Название: Influence of CorporateSocial Responsibility on the Development of the Concept of Marketing
Другие названия: Влияние корпоративной социальной ответственности по развитию концепции маркетинга
Авторы: Czubała, Anna
Ключевые слова: corporate social responsibility
marketing concepts
social marketing
stakeholder marketing
Submit Date: 2016-09-14T08:30:21Z
Issue Date: 2015
Издатель: ДВНЗ «Київський національний університет імені Вадима Гетьмана»
Библиографическое описание: Czubała Anna. Influence of CorporateSocial Responsibility on the Development of the Concept of Marketing / A. Czubała // Економіка та підприємництво : зб. наук. пр. молодих учених та аспірантів : у 2 ч. / М-во освіти і науки України, ДВНЗ «Київ. нац. екон. ун-т ім. Вадима Гетьмана» ; редкол.: С. І. Дем’яненко (відп. ред.) [та ін.]. – Київ : КНЕУ, 2015. – Вип. 34–35, ч. 1. – С. 358–369.
Краткий осмотр (реферат): The article discusses the influence of corporate social responsibility (CSR) on the development of the concept of marketing. It presents selected definitions of CSR and the features of enterprises that apply the principles of this concept. Based on the results of the research conducted by the Responsible Business Forum — Forum OdpowiedzialnegoBiznesu (in cooperation with other institutions) in 2003—2015, the article presents opinions expressed by the managers of large and medium-sized enterprises in Poland as regards the significance of CSR, benefits related to taking socially responsible actions, the implementation of CSR in business strategies and the prospects of its further development. The second part of the article, based on AMA’s definition of marketing of 2007: «[m]arketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large», lists the marketing concepts that take into consideration not only the expectations of clients, but also other groups of stakeholders. Particular emphasis has beenlaid on the relatively new concept of stakeholder marketing and its two forms: the soft form and the hard form of stakeholder marketing.
URI: http://ir.kneu.edu.ua/handle/2010/19316
Appears in Collections:Випуск № 34–35 (частина 1)

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