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- Title
(NE)PRIPRAVENOSŤ KONEČNÝCH ZÁKAZNÍKOV NA KONCEPCIU UDRŽATEĽNÉHO MARKETINGOVÉHO RIADENIA V EURÓPSKOM PRIESTORE.
- Authors
BARTÁKOVÁ, GABRIELA PAJTINKOVÁ; GUBÍNIOVÁ, KATARÍNA; BRIESTENSKÝ, RASTISLAV
- Abstract
Modern marketing management must respond to new trends in management, to social development, development of information technologies, changing demographic, psychographic and behavioural profiles of customers, their buying behaviour and environmental preferences. Consumer behaviour and consumer decision-making play a significant role in the processes of the implementation of sustainable marketing management. This is due to the fact that it is the consumers who become an active element within the marketing and distribution processes of the organization; their proactive approach creates pressure and may require sustainable products and services. It is the consumer who supports the idea of sustainable consumption, rejects marketing activities that are subject to social criticism. But is it in the European area really so...?
- Subjects
EUROPE; MARKETING management; CONSUMER behavior research; SUSTAINABILITY; MARKETING; MARKETING research
- Publication
Marketing Science & Inspirations, 2014, Vol 9, Issue 1, p26
- ISSN
1338-7944
- Publication type
Article