Społeczna odpowiedzialność w działalności marketingowej przedsiębiorstw
Social Responsibility in Marketing

Summary/Abstract: The problem of social responsibility (CSR) has been the subject of discussion, studies and papers for many years. As for the legitimacy of the premises, there is general agreement in the academic, social, and business arenas alike. However, studies done up to this point have indicated that there remains a relatively low level of awareness and a very limited degree of implementation of this concept in practice. This article proposes to use the concept of marketing in the process of coordinating relations between stakeholders. This approach could help to implement this concept in practice; it makes reference to well-known activities and tools in economics. The problem of applying marketing in CSR is also presented on the basis of the theory of transaction costs. It is pointed out that difficulties in the coordination process resulting from the emergence of a number of transaction costs discourage companies from introducing CSR. The article is a contribution to conducting in-depth studies in this field.

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