Temat: marketing ekologiczny - Katalog OPAC zbiorów

Skocz do pozycji: 1.

Tytuł:: Istota marketingu ekologicznego w warunkach zrównoważonego rozwoju
The essence of green marketing in the age of sustainable development
Autorzy:: Wilk, I.
Powiązania:: https://bibliotekanauki.pl/articles/325601.pdf
Data publikacji:: 2018
Wydawca:: Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
Tematy:: sustainable development
green marketing
proecological marketing activity
rozwój zrównoważony
marketing ekologiczny
proekologiczna aktywność marketingowa
Opis:: Sustainable development as one of the top megatrends in the modern world significantly determines the marketing activity of enterprises. Increasing concern for the environment and climate change makes companies face the challenge of integrating environmental issues into their business activities. Marketing activities of enterprises supporting the implementation of sustainable development idea in terms of environmental protection should be carried out within all marketing tools used by the enterprise. The aim of this article is to present the essence of green marketing as a concept of marketing activities of the company that foster the implementation of the idea of sustainable development.
Zrównoważony rozwój jako jeden z wiodących megatrendów we współ-czesnym świecie w znaczący sposób determinuje rynkową aktywność przedsiębiorstw. Wzrastająca troska o stan środowiska naturalnego i zmiany klimatu sprawiają, że przedsię-biorstwa stają przed wyzwaniem związanym z włączeniem problematyki środowiskowej do swoich działań biznesowych. Marketingowa aktywność przedsiębiorstw realizowana zgodnie z ideą zrównoważonego rozwoju w aspekcie ochrony środowiska powinna być prowadzona w obszarze wszystkich narzędzi marketingowych wykorzystywanych przez przedsiębiorstwo. Celem artykułu jest przedstawienie istoty marketingu ekologicznego jako koncepcji działań marketingowych przedsiębiorstwa sprzyjających realizacji idei zrównoważonego rozwoju.
Źródło:: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska; 2018, 118; 637-645
1641-3466
Pojawia się w:: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 2.

Tytuł:: Priority target groups for environmental marketing of cities in Poland
Autorzy:: Koszembar-Wiklik, Małgorzata
Powiązania:: https://bibliotekanauki.pl/articles/27313442.pdf
Data publikacji:: 2023
Wydawca:: Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
Tematy:: urban environmental marketing
target groups
city stakeholders
green marketing
urban ecology
miejski marketing ekologiczny
grupa docelowa
interesariuszy miasta
zielony marketing
ekologia miejska
Opis:: Objective: The cognitive objective of the paper is to present the target groups for the environmental marketing of cities. The research objective was to identify the priority audiences for the green marketing of cities in Poland and to indicate what activities are undertaken regarding these most important groups. Design/methodology/approach: The primary research used the CAWI method, using a proprietary questionnaire. The research was conducted in Q1 2022. The subjects surveyed were cities in Poland. The questionnaire was sent out to all cities, and 414 returned and correctly completed questionnaires were analysed. The presented results represent a section of the entire research. Findings: The interviewed stakeholders indicate that, of the many groups mentioned, residents are the key audience for green city marketing activities. Residents were divided into three groups - young residents, middle-aged residents and older residents. According to the statements, the key audiences are young residents - 95% of indications. Next are middle-aged residents with 67% of indications and older residents with 63%. The least frequently mentioned key audiences are those associated with the scientific community - 4.6% of indications and foreign tourists - 6.3% of indications. Activities undertaken to promote ecology in the city are mainly based on creating pro-environmental attitudes among the youngest groups of residents. Research limitations/implications: The research was quantitative research, in the future the research could be extended to include qualitative research that would indicate the motives for selecting specific groups for urban green marketing activities. Practical implications: The results of the survey indicate that cities mainly focus on promoting environmental activities among their inhabitants. However, cities in most cases do not carry out surveys of their citizens about their environmental needs. It is worth considering conducting such a survey among residents in order to identify expectations and the most pressing issues. Originality/value: The research is aimed at all those interested in the subject of environmental marketing and in particular the target groups targeted by green city marketing activities.
Źródło:: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska; 2023, 168; 231--246
1641-3466
Pojawia się w:: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
Dostawca treści:: Biblioteka Nauki

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Skocz do pozycji: 3.

Tytuł:: Selected aspects of marketing of specialist shops and their importance for the region
Autorzy:: Koreleska, Ewa
Powiązania:: https://bibliotekanauki.pl/articles/325126.pdf
Data publikacji:: 2019
Wydawca:: Politechnika Śląska. Wydawnictwo Politechniki Śląskiej
Tematy:: management
marketing
organic product
organic food
specialist store
zarządzanie
produkt ekologiczny
żywność ekologiczna
sklep specjalistyczny
Opis:: The aim of the thesis is to present and assess some selected marketing aspects of specialist shops selling organic products as well as their significance for development of Kuyavian-Pomeranian Voivodeship. The study was performed in 2019 via the method of Mystery Shopping in the specialist shops of the region. The studies used the observation sheet instrument, which took into account selected marketing aspects according to the 7 Ps of marketing. The formulated research hypothesis was that in the majority of selected cities marketing performance is satisfying. It was identified for each of seven marketing instruments on the basis of selected criteria. Relying on the performed study, it was noted that the activities in the majority of the specialist stores in selected cities are satisfactory, what would confirm the research hypothesis. The most highly evaluated marketing tools were the procedures and staff that obtained high and very high ratings in more than 90% of specialist stores. It was observed that the shop assistants have proper qualifications and knowledge and these would enable them to help the customers in a professional manner. The weak points, however included promotion which received high and very high ratings in only every third shop. Although the personal sale was performed in a very good way, the other forms such as supplementary promotion and PR were considered to be weak factors. According to the above, the shops should show greater activeness on social media.
Źródło:: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska; 2019, 139; 231-242
1641-3466
Pojawia się w:: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
Dostawca treści:: Biblioteka Nauki

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