SYNCHRONIZATION OF GREEN MARKETING COMMUNICATION: A STRATEGIC APPROACH

Kód výsledku v IS VaVaI

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Výsledek na webu

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DOI - Digital Object Identifier

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Jazyk výsledku

angličtina

Název v původním jazyce

SYNCHRONIZATION OF GREEN MARKETING COMMUNICATION: A STRATEGIC APPROACH

Popis výsledku v původním jazyce

Green marketing is not fully achieving its potential for improving the quality of life of consumers while improving the natural ecosystem. It?s true that a lot of companies are questioning the real effectiveness of green marketing or green management while other firms have problems to communicate effectively or live up to the expectation to their claims. Therefore, it?s quite obvious for the consumers to be skeptical about the ?going green hype?. It?s important that the market players i.e. the consumers, firms and governments to adopt a synchronized and targeted thinking with the real objectives for understanding the importance of Green management in order to inculcate into our lives as a necessary practice. Until now the system of Green management wasjust considered as a micro-marketing perspective rather than the macro marketing perspective. Therefore, the necessity of reevaluating Green marketing strategic approach and synchronized communication between the market players is needed

Název v anglickém jazyce

SYNCHRONIZATION OF GREEN MARKETING COMMUNICATION: A STRATEGIC APPROACH

Popis výsledku anglicky

Green marketing is not fully achieving its potential for improving the quality of life of consumers while improving the natural ecosystem. It?s true that a lot of companies are questioning the real effectiveness of green marketing or green management while other firms have problems to communicate effectively or live up to the expectation to their claims. Therefore, it?s quite obvious for the consumers to be skeptical about the ?going green hype?. It?s important that the market players i.e. the consumers, firms and governments to adopt a synchronized and targeted thinking with the real objectives for understanding the importance of Green management in order to inculcate into our lives as a necessary practice. Until now the system of Green management wasjust considered as a micro-marketing perspective rather than the macro marketing perspective. Therefore, the necessity of reevaluating Green marketing strategic approach and synchronized communication between the market players is needed

Druh

D - Stať ve sborníku

CEP obor

AE - Řízení, správa a administrativa

OECD FORD obor

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Projekt

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Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2013

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Conference proceedings: Multidisciplinary Academic Research 2013

ISBN

978-80-905442-2-2

ISSN

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e-ISSN

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Počet stran výsledku

10

Strana od-do

1-10

Název nakladatele

MAC Prague consulting s.r.o.

Místo vydání

Praha

Místo konání akce

Praha

Datum konání akce

6. 12. 2013

Typ akce podle státní příslušnosti

EUR - Evropská akce

Kód UT WoS článku

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