@misc{Jakubów_Leon_Kreowanie_2006,
 author={Jakubów, Leon},
 year={2006},
 rights={Wszystkie prawa zastrzeżone (Copyright)},
 description={Prace Naukowe Akademii Ekonomicznej we Wrocławiu; 2006; nr 1137, s. 57-62},
 publisher={Wydawnictwo Akademii Ekonomicznej im. Oskara Langego we Wrocławiu},
 language={pol},
 abstract={Negative results of development and civilisational threats generate criticism directed at businesses and decrease trust in them. As a result people demand higher corporate social responsibility. To meet these expectations businesses appoint public relations departments whose task is to create a positive business image. Concern about good reputation and credibility of the company should not rely on sponsoring, charity work and good press relations. The main tasks of such a department should be to analyze future social expectations and to include them in the strategic goals of the company.},
 type={artykuł},
 title={Kreowanie wizerunku przedsiębiorstwa elementem zarządzania strategicznego},
}