Socially Responsible Marketing in Creating Value for Customers in the Polish Market

Abstract

Purpose

The aims of this article are threefold. First of all, to show the concept of value to customers as a determiner of a company’s competitive advantage. Second, to explain the changing role of marketing activities toward social responsibility. Third, to assess the influence of social marketing activities on a company’s image and the resulting value to customers.

Design/methodology/approach

By drawing on existing corporate social responsibility (CSR) and marketing literature, the achievements and gaps of socially responsible marketing (SRM) can be demonstrated. In addition, the literature review focuses on showing the relationship between SRM and value to a customer. In order to achieve the purposes of the chapter, an analysis of market research based on secondary data as well as qualitative interviews has been conducted.

Findings

Marketing activities should accomplish both economic and social objectives as well as aim at delivering expected value to customers. Nowadays value comes not only from lower prices or a better product range. According to research, customers are becoming increasingly sensitive to evil and to social injustice, damage to the environment, as well as the increasing level of poverty. This makes companies develop new strategies for creating value for customers. These should come from socially responsible activities the company is undertaking. Thus, companies, which implement a concept of SRM, are more likely to count on increased interest and loyalty from their customers.

Originality/value

This chapter offers a fresh approach to the study of the evolution of marketing toward social responsibility and the impact on the value for customers.

Citation

Rudawska, E. (2013), "Socially Responsible Marketing in Creating Value for Customers in the Polish Market", Challenges for the Trade of Central and Southeast Europe (International Business and Management, Vol. 29), Emerald Group Publishing Limited, Leeds, pp. 73-94. https://doi.org/10.1108/S1876-066X(2013)0000029009