MARKETING COMMUNICATION OF ECO-INNOVATIONS AND THEIR IMPACT ON REGIONAL DEVELOPMENT
MARKETING COMMUNICATION OF ECO-INNOVATIONS AND THEIR IMPACT ON REGIONAL DEVELOPMENT
Author(s): Anna Zaušková, Lukáš GribSubject(s): Social Sciences, Economy, Media studies, Geography, Regional studies, Micro-Economics, Communication studies, Theory of Communication, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: eco-innovation; marketing communication; phygital concept; region;
Summary/Abstract: Innovative solutions are considered to bring about positive changes to businesses, mainly when it comes to those solutions improving production processes, reducing environmental impact or communicating corporate social responsibility. Eco-innovations seems to be a key to an un favourable situation in all fields of business. However, they have to be supported by appropriate marketing communication targeting consumers in a right way, enhancing their ecological awareness and motivating them to purchase eco-friendly products. The paper deals with the topic of eco-innovations and their promotion by way of marketing communication tools. Attention will also be paid to impactof eco-innovations on regional development. The paper also points to the results of two survey carried out in the segment of small and medium-sized enterprises (SMEs) in the Slovak business environment.
Journal: Marketing Identity
- Issue Year: 4/2016
- Issue No: 1/1
- Page Range: 494-503
- Page Count: 10
- Language: English
