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CONTENTS
PREFACE . . . 5
PART I. THE ESSENCE AND IMPORTANCE OF VALUE-BASED MARKETING
CHAPTER 1. CO-CREATING VALUE WITH CUSTOMERS –
REVIEW OF EXISTING THEORETICAL CONCEPTS . . . 9 Katarzyna Rupik
CHAPTER 2. THE ADDED VALUE OF CORPORATE REPUTATION
FOR STOCK MARKET INVESTORS . . . 21 María Del Mar Miralles-Quirós, Julio Daza-Izquierdo
CHAPTER 3. BRAND MANAGEMENT COMPANY BASED ON ANALYSIS
OF IMPACT ITS NAME ON CONSUMER’S BEHAVIOUR . . . 31 Ludmila Shulgina, Janusz Klisiński
CHAPTER 4. IMAGE OF LOGISTICS OPERATORS AS EVALUATED
BY CUSTOMERS . . . 45 Joanna Dyczkowska
PART II. THE CORPORATE SOCIAL RESPONSIBILITY IN VALUE CREATION FOR CUSTOMERS
CHAPTER 5. SOCIAL RESPONSIBILITY OF ENTERPRISES –
THE POLISH PRACTICE . . . 61 Honorata Howaniec
CHAPTER 6. FOSTERING ENTREPRENEURSHIP: MARKETING DERIVED
FROM A UNIVERSITY SOCIAL RESPONSIBILITY POLICY . . . 71 Dolores Gallardo-Vázquez
CHAPTER 7. SOCIAL RESPONSIBILITY IN MUNICIPALITIES
FROM A MARKETINIAN POINT OF VIEW . . . 83 María Isabel Sánchez-Hernández, Teresa Nevado-Gil
CHAPTER 8. ECOLOGICAL MARKETING – THE WAY TO MODERNIZATION
OF ECONOMIC ACTIVITY OF THE INDUSTRIAL ENTERPRISES OF RUSSIA . . . 93 Yury Yuryevich Kostyukhin, Diana Yurevna Savon, Victoria Aleksandrovna Efremova,
Maria Igorevna Nikolaychik
PART III. THE PROBLEMS AND CHANGES IN THE APPROACH TO VALUE CREATING PROCESS IN ACTIVITY OF ENTERPRISES CHAPTER 9. CHANGES IN TRADE SHOWS’ FUNCTIONS
AND VALUE BASED MARKETING . . . 103 Anita Proszowska
CHAPTER 10. THE USE OF ONLINE TRADING PLATFORMS IN B2B E-COMMERCE – CASE STUDY . . . 111 Ewa Prymon-Ryś
CHAPTER 11. CULTURAL MACRO ENVIRONMENT MOSAIC AND ITS IMPACT
ON BUSINESS NEGOTIATIONS IN INTERNATIONAL MARKETING . . . 123 Janusz Klisiński, Ludmila Shulgina
CHAPTER 12. MARKETING ASPECT OF INTERNATIONAL
INNOVATION COOPERATION . . . 131 Janusz Klisiński, Vitaliy Omelyanenko
CHAPTER 13. DEVELOPMENT TRENDS TO ACHIEVING SUSTAINABLE
AND ENERGY EFFICIENT PRODUCTION . . . 141 Branislav Mičieta, Vladimíra Biňasová, Pavol Podhora, Ladislav Rosina
NOTES ABOUT AUTHORS . . . 159
