Marketing communication support and media presentation of eco-innovations in the Slovak business environment
Marketing communication support and media presentation of eco-innovations in the Slovak business environment
Author(s): Anna Zaušková, Lukáš GribSubject(s): Media studies, National Economy, Energy and Environmental Studies, Theory of Communication, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Eco-innovations; Marketing communication; Media;
Summary/Abstract: At present lots of companies are following eco-innovation trends, which seem to remedy the unfavourable situation in all fields of business. However, they have to be supported by proper marketing communication in order to show customer the way, enhance their eco-awareness and help them select those products that respect the sustainable development philosophy. Suitable media presentation of these products is a key to success. Through media presentation a business announces its customers it is offering the products satisfying their needs and meeting a quality attribute. The paper presents the outcomes of three types of the research we carried out in the framework of the VEGA project named “Phygital concept and its use in sustainable integrated environmental management of business”.
Journal: Marketing Identity
- Issue Year: 5/2017
- Issue No: 1/1
- Page Range: 252-263
- Page Count: 12
- Language: English
