Pregledni rad

NATURE PROTECTION AND MARKETING

Sanja Tišma ; Institut za međunarodne odnose, Odjel resursne ekonomije i zaštite okoliša, Zagreb

Sažetak

Ecological approach has become a weltanschauung in all walks of life, so that ecological issues have come into the focus of marketing interests with an increasing tendency in years to come. In spite of the huge public interest for ecological marketing, also called green or environmental marketing in various publications, very few studies have been carried out in this area.
In this paper an attempt has been made to define the framework from which the ecological marketing has emerged and to explain its notion and concept. It will also be shown what are the differences between ecological and classical marketing, especially concerning different approaches with respect to fundamental functions of marketing. In the concluding part of the paper it has been pleaded for intensified research activities in this field.

Ključne riječi

nature protection; sustainable development; marketing; social marketing; ecological marketing; marketing and nature protection; ecological products

Hrčak ID:

139819

URI

https://hrcak.srce.hr/139819

Datum izdavanja:

15.5.2001.

Podaci na drugim jezicima: hrvatski njemački

Posjeta: 4.055 *