dc.contributor.author | Vilkaitė-Vaitonė, Neringa | |
dc.contributor.author | Skačkauskienė, Ilona | |
dc.date.accessioned | 2023-09-18T20:07:56Z | |
dc.date.available | 2023-09-18T20:07:56Z | |
dc.date.issued | 2019 | |
dc.identifier.issn | 2451-3458 | |
dc.identifier.uri | https://etalpykla.vilniustech.lt/handle/123456789/146839 | |
dc.description.abstract | Global economic fluctuation, post-Brexit challenges, changes in the landscape of corporate social responsibility are pushing managers to build sustainability into the performance of marketing mix. Traditional marketing is no longer able to address all the issues in modern markets. This led to green marketing, a new marketing philosophy. The paper provides researchers and marketing managers with a comprehensive view of the concept of green marketing, its causes, contents, and outcomes. Authors suggest a structured and outcome-based viewpoint to the construct of green marketing. Theoretical presumptions confirm structuration of green marketing initiatives to strategic, tactical, and operational levels. It was found out that cohesive marketing activities in these levels have the crucial impact of green marketing in organizational, environmental, and social contexts. Strategic, tactical, and operational activities in the field of green marketing may lead to business development, improvement of the natural ecosystem, and increased quality of life. The findings of the research present opportunities for researchers and managers to apply green marketing orientation. | eng |
dc.format | PDF | |
dc.format.extent | p. 53-62 | |
dc.format.medium | tekstas / txt | |
dc.language.iso | eng | |
dc.relation.isreferencedby | BazEkon | |
dc.relation.isreferencedby | EconBiz | |
dc.relation.isreferencedby | DOAJ | |
dc.relation.isreferencedby | J-Gate | |
dc.relation.isreferencedby | Dimensions | |
dc.rights | Laisvai prieinamas internete | |
dc.source.uri | https://doi.org/10.1515/openec-2019-0006 | |
dc.source.uri | https://talpykla.elaba.lt/elaba-fedora/objects/elaba:40932872/datastreams/MAIN/content | |
dc.title | Green marketing orientation: evolution, conceptualization and potential benefits | |
dc.type | Straipsnis kitoje DB / Article in other DB | |
dcterms.accessRights | This work is licensed under the Creative Commons Attribution 4.0 International License. | |
dcterms.references | 37 | |
dc.type.pubtype | S3 - Straipsnis kitoje DB / Article in other DB | |
dc.contributor.institution | Vilniaus Gedimino technikos universitetas | |
dc.contributor.faculty | Verslo vadybos fakultetas / Faculty of Business Management | |
dc.subject.researchfield | S 003 - Vadyba / Management | |
dc.subject.researchfield | S 004 - Ekonomika / Economics | |
dc.subject.vgtuprioritizedfields | EV01 - Šiuolaikinių organizacijų plėtros vadyba / Management of Contemporary Organizations Development | |
dc.subject.ltspecializations | L103 - Įtrauki ir kūrybinga visuomenė / Inclusive and creative society | |
dc.subject.en | ecological marketing | |
dc.subject.en | environmental marketing | |
dc.subject.en | sustainable marketing | |
dc.subject.en | strategic green marketing | |
dc.subject.en | environmentally friendly products | |
dcterms.sourcetitle | Open economics | |
dc.description.issue | iss. 1 | |
dc.description.volume | vol. 2 | |
dc.publisher.name | De Gruyter | |
dc.publisher.city | Warsaw | |
dc.identifier.doi | 10.1515/openec-2019-0006 | |
dc.identifier.elaba | 40932872 | |