An increasing customer awareness and entities operating in the business environment causes changes in terms of their expectations of actions by modern entrepreneurs. Today’s customer expects more than provide good quality product whose design, durability and other parameters will be adjusted to its needs. The customer willingly participates in the process of creating new products, requiring that entrepreneurs to take into account the wider issues surrounding the company.
The result of higher customer awareness is both – a desire to participation in the company’s development, but also the opposition to overt manifestations of exploitation, environment disrespect or lack of broader responsibility in their activities. Establishing a profit as a main objective of company, without taking into account social and environmental aspects can nowadays be disastrous.
Companies more and more often realize that with a change in customer expectations tools of compete are changing, and the creation of so-called values has a positive effects on perceived by customers corporate image or gives tangible benefits in the form of higher profits.
One of the concepts that helps in creating value for both customers and other stakeholders of the company is the concept of corporate social responsibility (CSR). According to CSR, enterprises, but also other actors should be interested in mainstreaming the needs of all stakeholders, and in its action should to balance the economic, social and environmental goals. However, it is reassuring that such an approach can be seen not only in market activity of enterprises, but also in the activities of universities or municipalities.
Submitted for readers monograph presents selected problems of creating value in business or other activity on the market, pointing to possible solutions in specific areas.
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PREFACE 5
PART I. THE ESSENCE AND IMPORTANCE OF VALUE-BASED MARKETING
CHAPTER 1. CO-CREATING VALUE WITH CUSTOMERS – REVIEW OF EXISTING THEORETICAL CONCEPTS 9
Katarzyna Rupik
CHAPTER 2. THE ADDED VALUE OF CORPORATE REPUTATION FOR STOCK MARKET INVESTORS 21
María Del Mar Miralles-Quirós, Julio Daza-Izquierdo
CHAPTER 3. BRAND MANAGEMENT COMPANY BASED ON ANALYSIS OF IMPACT ITS NAME ON CONSUMER’S BEHAVIOUR 31
Ludmila Shulgina, Janusz Klisiński
CHAPTER 4. IMAGE OF LOGISTICS OPERATORS AS EVALUATED BY CUSTOMERS 45
Joanna DyczkowskaPART II. THE CORPORATE SOCIAL RESPONSIBILITY IN VALUE CREATION FOR CUSTOMERS
CHAPTER 5. SOCIAL RESPONSIBILITY OF ENTERPRISES – THE POLISH PRACTICE 61
Honorata Howaniec
CHAPTER 6. FOSTERING ENTREPRENEURSHIP: MARKETING DERIVED FROM A UNIVERSITY SOCIAL RESPONSIBILITY POLICY 71
Dolores Gallardo-Vázquez
CHAPTER 7. SOCIAL RESPONSIBILITY IN MUNICIPALITIES FROM A MARKETINIAN POINT OF VIEW 83
María Isabel Sánchez-Hernández, Teresa Nevado-Gil
CHAPTER 8. ECOLOGICAL MARKETING – THE WAY TO MODERNIZATION OF ECONOMIC ACTIVITY OF THE INDUSTRIAL ENTERPRISES OF RUSSIA 93
Yury Yuryevich Kostyukhin, Diana Yurevna Savon, Victoria Aleksandrovna Efremova, Maria Igorevna NikolaychikPART III. THE PROBLEMS AND CHANGES IN THE APPROACH TO VALUE CREATING PROCESS IN ACTIVITY OF ENTERPRISES
CHAPTER 9. CHANGES IN TRADE SHOWS’ FUNCTIONS AND VALUE BASED MARKETING 103
Anita Proszowska
CHAPTER 10. THE USE OF ONLINE TRADING PLATFORMS IN B2B E-COMMERCE – CASE STUDY 111
Ewa Prymon-Ryś
CHAPTER 11. CULTURAL MACRO ENVIRONMENT MOSAIC AND ITS IMPACT ON BUSINESS NEGOTIATIONS IN INTERNATIONAL MARKETING 123
Janusz Klisiński, Ludmila Shulgina
CHAPTER 12. MARKETING ASPECT OF INTERNATIONAL INNOVATION COOPERATION 131
Janusz Klisiński, Vitaliy Omelyanenko
CHAPTER 13. DEVELOPMENT TRENDS TO ACHIEVING SUSTAINABLE AND ENERGY EFFICIENT PRODUCTION 141
Branislav Mičieta, Vladimíra Biňasová, Pavol Podhora, Ladislav Rosina
NOTES ABOUT AUTHORS 159