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2011, vol. 8, br. 1, str. 37-56
Da li su društveno odgovorne aktivnosti savremeni način oglašavanja?
Megatrend Univerzitet, Beograd

e-adresaibulut@megatrend.edu.rs
Ključne reči: društveno odgovorno poslovanje; oglašavanje; društveno odgovorne aktivnosti
Sažetak
Društveno odgovorno poslovanje predstavlja savremeni koncept poslovanja mnogih kompanija. One na različite načine streme da doprinesu rešavanju aktuelnih društvenih problema i tako izgrade pozitivan stav javnosti i imidž društveno odgovornih tržišnih subjekata. Predstavljanje društveno odgovornih aktivnosti kompanije može se ostvariti na različite načine: oglašavanjem, izveštavanjem zainteresovanih grupa, društveno odgovornim oglašavanjem ili organizacijom društveno odgovornih aktivnosti. U radu se razmatraju ovi oblici komuniciranja sa ciljnim javnostima, njihove prednosti i rezultati poslednjih istraživanja o stavovima potrošača prema ovakvim aktivnostima.
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O članku

jezik rada: srpski, engleski
vrsta rada: pregledni članak
objavljen u SCIndeksu: 14.09.2011.

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