POSITION OF DIGITAL MARKETING IN BUSINESS´S ECO-INNOVATION ACTIVITIES
POSITION OF DIGITAL MARKETING IN BUSINESS´S ECO-INNOVATION ACTIVITIES
Author(s): Anna Zaušková, Lukáš GribSubject(s): Business Economy / Management, Energy and Environmental Studies, Communication studies, Theory of Communication, Marketing / Advertising
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: innovations; eco-innovations; environment; marketing communication; digital marketing;
Summary/Abstract: The issue of protection of the environment as a result of own environmentally unfriendly activities requires our attention. Eco-innovative solutions generate positive contribution by improving businesses´ production processes, decreasing environmental impact and simultaneously communicating social responsibility along with adequate education. The communication and innovation environment is known for its dynamicity. Such is currently represented by on-line communication channels and new attitudes to information collected thanks to various digital technologies. The paper deals with using marketing communication in the business´s eco-innovation activities with emphasis on digital marketing while presenting the results of the research carried out in small and medium-sized enterprises operating in the Slovak business environment.
Journal: Marketing Identity
- Issue Year: 3/2015
- Issue No: 1/1
- Page Range: 414-425
- Page Count: 11
- Language: English