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...
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| Natura: | Online |
| Lingua: | inglese |
| Pubblicazione: |
Wydawnictwo Uniwersytetu Łódzkiego
2025
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| Accesso online: | ONIX_20250307_9788382208436_1510 |
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| _version_ | 1869525243279704064 |
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| author | Fabicka, Wioletta |
| author_browse | Fabicka, Wioletta |
| author_facet | Fabicka, Wioletta |
| author_sort | Fabicka, Wioletta |
| collection | Directory of Open Access Books |
| description | 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. |
| format | Online |
| id | doab-20.500.12854ir-155860 |
| institution | Directory of Open Access Books |
| language | eng |
| publishDate | 2025 |
| publishDateRange | 2025 |
| publishDateSort | 2025 |
| publisher | Wydawnictwo Uniwersytetu Łódzkiego |
| publisherStr | Wydawnictwo Uniwersytetu Łódzkiego |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1558602025-03-07T14:41:32Z Chapter CSR as an Element of a Marketing Strategy – The Example of IKEA Fabicka, Wioletta Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image 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. 2025-03-07T14:41:30Z 2025-03-07T14:41:30Z 2022 chapter ONIX_20250307_9788382208436_1510 9788382208436 9788382208429 https://directory.doabooks.org/handle/20.500.12854/155860 eng image/jpeg Attribution-NonCommercial-NoDerivatives 4.0 International https://www.press.uni.lodz.pl/index.php/wul/catalog/book/793 Wydawnictwo Uniwersytetu Łódzkiego 10.18778/8220-842-9.10 10.18778/8220-842-9.10 83bfe9c9-323d-4283-b087-d859fd9af314 9788382208436 9788382208429 101-116 open access |
| spellingShingle | Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image Fabicka, Wioletta Chapter CSR as an Element of a Marketing Strategy – The Example of IKEA |
| title | Chapter CSR as an Element of a Marketing Strategy – The Example of IKEA |
| title_full | Chapter CSR as an Element of a Marketing Strategy – The Example of IKEA |
| title_fullStr | Chapter CSR as an Element of a Marketing Strategy – The Example of IKEA |
| title_full_unstemmed | Chapter CSR as an Element of a Marketing Strategy – The Example of IKEA |
| title_short | Chapter CSR as an Element of a Marketing Strategy – The Example of IKEA |
| title_sort | chapter csr as an element of a marketing strategy the example of ikea |
| topic | Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image |
| topic_facet | Digital Transformation Internationalization of Enterprises Viral Marketing Portfolio Brand Strategy Marketing Strategy Marketing Practices Brand Image |
| url | ONIX_20250307_9788382208436_1510 |
| work_keys_str_mv | AT fabickawioletta chaptercsrasanelementofamarketingstrategytheexampleofikea |