Search results for "sustainable marketing"
showing 6 items of 6 documents
TRENDS IN THE DEVELOPMENT OF INTEGRATED MARKETING COMMUNICATION IN THE CONTEXT OF DIGITAL MARKETING
2019
Nowadays, in the context of digital marketing and social media development, with the advantages given by technologies and the vast possibilities of communication among consumers, businesses find the implementation of integrated marketing communication influenced by the Internet as a marketing communication environment where businesses are urged into a customer-centric approach by the consumers’ changing habits of receiving information. This results in an increased role of content marketing, relationship orientation, dialogue and network communication, management of multiple stakeholders etc., which envisages consumer involvement with a view to mitigating the consequences caused by the obsta…
INTEGRATED MARKETING COMMUNICATIONS IN SUSTAINABLE BUSINESS
2018
Business sustainability hinges on authorities’ action, cooperation and willingness to protect nature and natural resources, but they also have to meet the economic needs and cultivate the economic opportunities, whilst also satisfying the social needs and building a fair relationship among the different social groups. One of the ways to develop a sustainable business is integrated marketing communications. When using integrated marketing communications, businesses – notably food producers and retailers – need to focus on the education of consumers, the ecological performance and impact of products on the environment and human health, thus contributing to a sustainable development of Latvia’…
Understanding the purchasing behavior of consumers in response to sustainable marketing practices: An empirical analysis in the food domain
2021
Sustainability has become an important driver in defining business strategies, affecting most critical corporate functions and changing the way in which value is created, communicated, and distributed. This is increasingly impacting marketing practices, in particular, through promoting the development of sustainable marketing in the food sector. In line with this, our study aimed to investigate if and how sustainable marketing practices affect consumer loyalty to a specific brand. To answer our research questions, we relied on the results of a survey submitted to a sample of 907 Italian consumers of biscuits. Results showed that the consumers’ attention to sustainable issues (in the absence…
Influence of integrated marketing communication tools upon consumers’ buying decisions in the context of sustainability
2019
A topical business subject of nowadays is the influence of integrated marketing communications (IMC) for sustainability upon various consumer audiences and their buying decisions. From the standpoint of businesses the use of integrated marketing communications in product promotion contributes to the consumption of sustainable, ecological products and, consequently, a healthy lifestyle, yet the factors influencing buyer’s buying decisions still remain topical. In this research the authors surveyed buyers of Latvian food retail chains to find out the influence of promotion-related integrated marketing communication tools for sustainability upon buyers’ buying decisions. The research brings co…
Encouraging energy conservation with ʻno hard feelingsʻ : a two-part analysis of communication between energy companies and Finnish households
2010
APPLYING SUSTAINABLE MARKETING STRATEGIES – THE KEY TO OBTAINING COMPETITIVE ADVANTAGES ON THE INDUSTRIAL PRODUCTS MARKET
2014
The crux of any marketing strategy is to give business an advantage in a competitive market. The success of implementing a strategy is measured in economic terms by: sales volume, market share, profits, listed stock prices etc. In general, managers attach too much importance to obtaining short-term profit and ignore or disregard the profit made by the company in the long run. If for a company the only objective is to achieve economic success in the short term, then the interest in the direction of sustainable development is not the subject of the discussion. The studies published in various economy publications, the media debates, the actions undertaken by different NGOs frequently bring to…