Wykorzystanie marketingu społecznie odpowiedzialnego w sferze usług
Use of social responsibility marketing in service sector

Summary/Abstract: In today's global marketplace entrepreneurs need to realize that they do not operate in a vacuum but in the economic and social relations with the environment: customers, suppliers, shareholders, employees and local communities. Market operation of companies, planned and implemented by the marketing function of the organization, must therefore take into account the concept of corporate social responsibility (CSR). The role of social and pro-environmental activities used in the marketing actions is nowadays undeniable. Global research show that most companies already treat ecomarketing as an activity that contributes to the creation of a specific business value in long-term. These activities should be undertaken in all areas of the business of service companies. The purpose of the paper is to identify the level of use of the concept of corporate social responsibility in activities of service companies.

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