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Corporate Social Responsibility as part of Marketing Strategy
Pištěk, Jan ; Pešek, Ondřej (advisor) ; Mísař, Jan (referee)
The aim of this Bachelor´s Thesis is the concept of corporate social responsibility and activities which this concept hides. This work also mentions the benefits of social responsibility for companies applying, critical voices, related concepts and terms, reporting and communication tools. In the practical part is an analysis of the perception of socially responsible companies from the perspective of consumers and the impact of corporate social responsibility on their buying behavior. For this purpose is involved a questionnaire survey, which is focused primarily on the Czech consumer. The aim is to determine whether the application of social responsibility can lead to greater demand for socially responsible products and which issues should companies focus on.

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1 Píštěk, Josef
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