Corporate social responsibility and marketing ethics : the effects of value-based marketing on consumer behaviour

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

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.