Browsing by Author "Fišerová, Bohumila"
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- ItemSpolečenská odpovědnost firem a její význam v marketingu(Technická Univerzita v Liberci, 2011) Fišerová, Bohumila; Simová, JozefínaThe topic of this thesis is a Corporate social responsibility and its relation to marketing. The main aim is to inform about the CSR concept as a strategic approach in business with impact on its marketing and communication of CSR as an instrument of competitive advantage and to propose an implementation of CSR into a middle-sized company. The theoretical part at first reminds the principles of which the CSR concept originate and how it evolved in the past, followed by a relation between CSR and marketing and defining new aproaches in marketing caused by a CSR with a strong impact on importance of CSR communication. Practical part shows a method of implementation of CSR into a middle-sized company and proposes next steps to develop CSR in strategic way and improve a CSR communication.
- ItemSpolečenská odpovědnost firem a její význam v marketinguFišerová, Bohumila