Rola marketingu społecznego w koncepcji społecznej odpowiedzialności biznesu
The role of social marketing in the concept of Corporate Social Responsibility

Summary/Abstract: Enterprises over the past two decades have changed their perception of the role of stakeholders in their work. This change initiated new business management practices related to its social responsibility. Modern companies to compete effectively with other market players increasingly need to resort to sophisticated management concepts. In response to the increasing demands from stakeholders in recent years, there was the concept of social marketing, which perfectly fit its objectives within the framework of business management in the perspective of Corporate Social Responsibility. This article aims to identify the role played by the concept of social marketing in Corporate Social Responsibility.

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