CSR as an Element of a Marketing Strategy – The Example of IKEA
CSR as an Element of a Marketing Strategy – The Example of IKEA

Author(s): Wioletta Fabicka
Subject(s): Business Economy / Management, Sociology of the arts, business, education, Marketing / Advertising
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: corporate social responsibility (CSR);social marketing;cause related marketing;image;marketing communication
Summary/Abstract: The purpose of this paper is to explain the essence of the CSR concept and the validity of its practical implementation by large companies, the essence of corporate social responsibility in building the company's image and in the procurement process, and to present practical solutions for applying CSR in the marketing space. IKEA not only cares about its image through various CSR activities, but also uses CRM strategies in the context of marketing. These strategies are used not only to acquire new customers but also to build lasting business relationships based on mutual trust and shared values.

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