Corporate Social Responsibility and Marketing Ethics (ePub)

Name: Corporate Social Responsibility and Marketing Ethics
Brand: Taylor & Francis
SKU: 146666169
Price: 55.00 EUR
Availability: OnlineOnly

The Effects of Value-Based Marketing on Consumer Behaviour (Sprache: Englisch)

Autor: Honorata Howaniec

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Corporate Social Responsibility and Marketing Ethics, Honorata Howaniec

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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.

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Autoren-Porträt von Honorata Howaniec

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.