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Changes in the economy and greater competition force us to adapt our business practices and to take greater account of the needs of consumers and the social problems they care about. Consumers are placing an increasing weight on the social responsibility of the organisations they choose to purchase from and associate with, and businesses must adopt corporate social responsibility (CSR) practices into their marketing strategies.
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. It examines consumer awareness of CSR practices and the effect this has on their purchasing decisions and brand loyalty, making the argument that disregarding CSR can be detrimental to businesses success and profit.
Providing both empirical and theoretical perspectives, this book will be a useful reference for scholars and upper-level students across business disciplines including marketing, CSR, and business ethics.
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.
