- Autor
- Trojanowski Tomasz (Jan Długosz University, Częstochowa, Poland)
- Tytuł
- Culture of Marketing Actions of a Company in the Area of Sustainable Marketing Mix
- Źródło
- Journal of Intercultural Management, 2014, vol. 6, nr 4, cz. 2, s. 67-74, bibliogr. 10 poz.
- Słowa kluczowe
- Przedsiębiorstwo handlowe, Marketing-mix, Zrównoważony marketing, Rozwój zrównoważony, Przedsiębiorczość
Commercial enterprises, Marketing-mix, Sustainable marketing, Sustainable development, Entrepreneurship - Uwagi
- summ.
- Abstrakt
- 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)
- Pełny tekst
- Pokaż
- Bibliografia
-
- Armstrong G., Kotler P. (2012), Marketing wprowadzenie, Wolters Kluwer, Warszawa.
- Belz F.M., Peattie K. (2010), Sustainability marketing. A global perspective, J. Wiley&Sons, Glasgow.
- Emery B. (2012), Sustainable marketing, Pearson, Edinburgh.
- Fuller D. (1999), Sustainable marketing. Managerial-ecological issues, SAGE, California.
- Knecht Z. (2005), Zarządzanie i planowanie marketingowe, Wydawnictwo C.H. BECK, Warszawa.
- Martin D., Schouten J. (2012), Sustainable marketing, Prentice Hall, New Jersey.
- Pabian A. (2012), Zrównoważony marketing na rynku przedsiębiorstw, Zeszyty Naukowe Uniwersytetu Ekonomicznego w Poznaniu, no 226, Poznań.
- Stanton W., Etzel M., Walker B. (1994), Fundamentals of Marketing. Tenth ed. McGraw-Hill, New York.
- Trojanowski T. (2013), Companies sustainable distribution, Technika Transportu Szynowego, no 10.
- Trojanowski T. (2013), Zrównoważona komunikacja marketingowa, "Ekonomika i organizacja przedsiębiorstwa", no 10.
- Cytowane przez
- ISSN
- 2080-0150
- Język
- eng
- URI / DOI
- http://dx.doi.org/10.2478/joim-2014-0057
