Odpowiedzialność przedsiębiorstwa wobec społeczeństwa we współczesnym przekazie marketingowym i w praktyce
Enterprise’s Responsibility Towards Society in a Present-day Marketing Massage and Practice

Summary/Abstract: For several decades enterprises have been making use the of concept of CSR in their promotional messages, even more intensively over the last years. Nevertheless one can perceive many examples of activities harmful to local societies, particularly those living in poorer countries. The paper concentrates on the problem of the increase of the number of initiatives in promotion messages and business practices and on the not decreasing number of practices harmful to communities. The author has used as information sources articles on both CSR initiatives and examples of negative consequences for local societies of the activities of certain international companies.

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