BazEkon - The Main Library of the Cracow University of Economics

BazEkon home page

Main menu

Author
Trojanowski Tomasz (Jan Długosz University, Częstochowa, Poland)
Title
Culture of Marketing Actions of a Company in the Area of Sustainable Marketing Mix
Source
Journal of Intercultural Management, 2014, vol. 6, nr 4, cz. 2, s. 67-74, bibliogr. 10 poz.
Keyword
Przedsiębiorstwo handlowe, Marketing-mix, Zrównoważony marketing, Rozwój zrównoważony, Przedsiębiorczość
Commercial enterprises, Marketing-mix, Sustainable marketing, Sustainable development, Entrepreneurship
Note
summ.
Abstract
The article focuses on the essence and importance of a sustainable marketing mix in business enterprises. In the first chapter the concept of this work the concept of sustainable product is brought closer. The characteristics of a sustainable product are presented. The further part of the article describes the prices of the products in terms of sustainability. Inter alia, the impact of the use of sustainable corporate policy on the price level of products is indicated. The third chapter addresses the issues of sustainable products distribution including the description of sustainable distribution channels. The final part of the work includes the information on sustainable marketing communication with the use of promotion mix instruments. The paper presents the main objectives of sustainable marketing communication and identifies means of marketing messages. The paper concludes with a summary. (original abstract)
Full text
Show
Bibliography
Show
  1. Armstrong G., Kotler P. (2012), Marketing wprowadzenie, Wolters Kluwer, Warszawa.
  2. Belz F.M., Peattie K. (2010), Sustainability marketing. A global perspective, J. Wiley&Sons, Glasgow.
  3. Emery B. (2012), Sustainable marketing, Pearson, Edinburgh.
  4. Fuller D. (1999), Sustainable marketing. Managerial-ecological issues, SAGE, California.
  5. Knecht Z. (2005), Zarządzanie i planowanie marketingowe, Wydawnictwo C.H. BECK, Warszawa.
  6. Martin D., Schouten J. (2012), Sustainable marketing, Prentice Hall, New Jersey.
  7. Pabian A. (2012), Zrównoważony marketing na rynku przedsiębiorstw, Zeszyty Naukowe Uniwersytetu Ekonomicznego w Poznaniu, no 226, Poznań.
  8. Stanton W., Etzel M., Walker B. (1994), Fundamentals of Marketing. Tenth ed. McGraw-Hill, New York.
  9. Trojanowski T. (2013), Companies sustainable distribution, Technika Transportu Szynowego, no 10.
  10. Trojanowski T. (2013), Zrównoważona komunikacja marketingowa, "Ekonomika i organizacja przedsiębiorstwa", no 10.
Cited by
Show
ISSN
2080-0150
Language
eng
URI / DOI
http://dx.doi.org/10.2478/joim-2014-0057
Share on Facebook Share on Twitter Share on Google+ Share on Pinterest Share on LinkedIn Wyślij znajomemu