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2010 | Consumer Behavior and Marketing Strategies of Companies in the European Market | 211--228
Tytuł artykułu

Corporate social responsibility : new strategic tool for penetration and action in European market

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Social responsibility could be approached from several perspectives. A first aspect to considered is the human dimension of social responsibility. In this respect, one could state that social responsibility has its starting point in a series of human activities and types of behavior, such as "to give", "to help", "to heal", as well as in a series of feeling which are related to human actions such as "gratitude", "respect", "kindness", "fulfillment". Also, the first charity activities could be considered the beginning of social responsibility. Marketing science and marketing management developments resulted in the transformation of company's social responsibility from discretionary act of a manager into a tool and even philosophy f business management. Marketing theory has identified in social responsibility a valuable source for competitive responsibility in distinct chapters.
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