Communication with target market in sustainable marketing Cover Image

Komunikacja z rynkiem docelowym w ramach marketingu zrównoważonego
Communication with target market in sustainable marketing

Author(s): Iwona Wilk
Subject(s): Economy
Published by: Wydawnictwo Naukowe Uniwersytetu Szczecińskiego
Keywords: marketing communications; sustainable marketing; message

Summary/Abstract: The purpose of the paper is to present the theoretical specifics of sustainable marketing communications in the company. To achieve this purpose the study of mainly foreign literature has been performed. Due to the increasing role of sustainable development in the market activity of companies, sustainable marketing communications gains significant importance. It allows desirable development of both sustainable consumers’ attitudes and the image of sustainable company.

  • Issue Year: 2014
  • Issue No: 35
  • Page Range: 199-207
  • Page Count: 9
  • Language: Polish