The "Varicose veins? Prevent them!" Campaign in the light of building up the category of products against varicose veins in Poland

• Autorzy: Katarzyna Loga , Jacek Trębecki
• Języki publikacji: EN

Abstrakty

EN

The deliberations of Corporate Social Responsibility oftentimes revolve around the choice of the form of activity, be it an intensely social initiative as a response to special needs or an activity pursued by an initiator with special and unique competence. The former variant seems more significant from a social point of view but it is the initiator's specific and frequently unique competence that contributes to CSR making the most of corporate potential. A case in point is the medical and the pharmaceutical industries. On the one hand, the social nature is particularly distinct there; on the other hand, the temptation to capitalize on social activity from a marketing point of view may completely undermine the otherwise noble causes. (fragment of text)

Słowa kluczowe

EN

Public relations; Medicine; Preventive health care; Pharmaceutical industry

PL

Public relations; Medycyna; Profilaktyka zdrowotna; Przemysł farmaceutyczny

• Czasopismo: Prace Naukowe / Uniwersytet Ekonomiczny w Katowicach
• Rocznik: 2016
• Tom: Public relations w perspektywie naukowej
• Strony: 156--162

Twórcy

autor

Katarzyna Loga

• PANI TERESA MEDICA SA

autor

Jacek Trębecki

• Uniwersytet Ekonomiczny w Poznaniu