Corporate Social Responsibility and Marketing Ethics - The Effects of Value-Based Marketing on Consumer Behaviour

This book demonstrates the concept of CSR and how it is included as an element of value-based marketing. Using research from the Polish market, the author explores the concept of value-based marketing, how organisations are implementing CSR and analyses the effect on consumer behaviour.

List of contents

Introduction
1. Corporate social responsibility: Genesis, the role of ethics in shaping the concept
2. The essence of corporate social responsibility
3. Social responsibility and value-based marketing
4. Shaping value-based marketing
5. Value creating in practice – social responsibility as an element of value enterprises, research results

About the author

Honorata Howaniec holds a PhD in Economics and is Assistant Professor in the Department of Marketing and Entrepreneurship, Faculty of Management and Transport, University of Bielsko-Biala (Poland). Her research interests include corporate social responsibility, value-based marketing, brand management, competitiveness and innovativeness. She is a member of the Committee for Organizational and Management Sciences of the Polish Academy of Sciences and an expert of the Polish Agency for Enterprise Development and National Center for Research and Development.

Summary

This book demonstrates the concept of CSR and how it is included as an element of value-based marketing. Using research from the Polish market, the author explores the concept of value-based marketing, how organisations are implementing CSR and analyses the effect on consumer behaviour.

Product details

• Authors: Honorata Howaniec
• Publisher: Taylor & Francis Ltd.
• Languages: English
• Product format: Hardback
• Released: 24.02.2023
• EAN: 9781032329222
• ISBN: 978-1-0-3232922-2
• No. of pages: 226
• Series: Routledge Studies in Marketing
• Subjects: Social sciences, law, business > Business > Advertising, marketing; Business & Economics / General, Market research, BUSINESS & ECONOMICS / Business Ethics, BUSINESS & ECONOMICS / Consumer Behavior, BUSINESS & ECONOMICS / Marketing / General, BUSINESS & ECONOMICS / Marketing / Research, Business ethics & social responsibility, Business ethics and social responsibility