Buchumschlag

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

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 C...

Ausführliche Beschreibung

Gespeichert in:
1. Verfasser: Fabicka, Wioletta
Format: Online
Sprache:Englisch
Veröffentlicht: Wydawnictwo Uniwersytetu Łódzkiego 2025
Schlagworte:
Digital Transformation
Internationalization of Enterprises
Viral Marketing
Portfolio Brand Strategy
Marketing Strategy
Marketing Practices
Brand Image
Online-Zugang:ONIX_20250307_9788382208436_1510
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Zusammenfassung: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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