Marketing i Zarządzanie
Previously: Zeszyty Naukowe Uniwersytetu Szczecińskiego. Problemy Zarządzania, Finansów i Marketingu
Responsible sponsorship as an element of building positive relationship with the environment
DOI: 10.18276/miz.2016.46-03
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| ISSN: | 2450-775X |
| eISSN: | 2353-2874 |
| Authors: |
Marta
Grabowska
Politechnika Częstochowska, Wydział Zarządzania |
| Keywords: | responsible sponsorship building relationships corporate social responsibility (CSR) |
| Issue / book publication date: | 2016 |
| Page range: | 7 (25-31) |
| OAI-PMH: | Metadata |
| Klasyfikacja JEL: | M31 |
 
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Abstract
In the era of increasing competitiveness, the thing that distinguishes manufactures from each other is the mean in which they communicate with customers. By observing the change-based dynamics of consumer trends, it can be noted that companies regarding in their marketing campaigns initiatives of social or ecological nature, gather greater recognition. More and more, common form used for achieving competitive advantage and building positive relationships with customers is to implement socially responsible sponsorship. This paper brings closer to the essence of responsible sponsorship and demonstrates examples of responsible marketing initiatives; furthermore, it is indicated that by applying such type of practices, it is possible to achieve tangible economic and social benefits.
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