ABSTRACT
Changes in the environment of enterprises, both in the area of expectations formulated by society and in the area of technology, force a critical look at the current functioning of the enterprise. Both the current method of delivering value and shaping relations with the widely understood environment of the enterprise still require improvement. Value-based marketing is the strategic selection of content that is relevant to customers and other stakeholders. Designing a product, promotion, and price should not only consider solutions that are accepted by customers, but must be perceived by them in terms of real value. Increased awareness of CSR in the society may, therefore, increase consumer interest in the aspect of corporate social involvement during shopping. The inclusion of the CSR concept in the marketing activities of companies will allow for a more complete creation of value for customers, stakeholders, and business owners.
