APPROACHES TO STRATEGIC GREEN MARKETING. A CASE STUDY OF COMPANIES ACTIVE IN THE ROMANIAN CONSTRUCTION INDUSTRY

被引：0
|
作者：
Nemoianu, Estera Laura [1 ]
机构：
[1] Bucharest Acad Econ Studies, Bucharest, Romania
来源：
MANAGEMENT OF TECHNOLOGICAL CHANGES, BOOK 1 | 2011年
关键词：
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
In the context of rising legislative and consumer pressures for climate change mitigation actions, green marketing is a concept that has received increasing attention from academics, practitioners and researchers across the globe. This article is aimed at exploring the concept of green marketing, its characteristics and the various green marketing strategies that can be implemented in general, and in the Romanian construction industry (cement), in particular.
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页码：173 / 176
页数：4
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