PRODUCT POLICY MANAGEMENT AS PART OF SUSTAINABLE MARKETING STRATEGY

Ana Pap (), Marija Ham () and Ana Turalija ()
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Ana Pap: Faculty of Economics in Osijek
Marija Ham: Faculty of Economics in Osijek
Ana Turalija: Faculty of Economics in Osijek

Interdisciplinary Management Research, 2015, vol. 11, 131-140

Abstract: The product as an element of the marketing mix represents the primary mechanism through which value is provided to the consumer. If we add the fact that it is precise decisions related to product design that determine the types of resources, production processes, and the nature and type of future fl ows of waste, it is clear that product policy management is a key issue in sustainable marketing strategy. The purpose of the present study is to analyse and discuss the key elements and prerequisites of green products and the issues in green product policy management with the goal of contributing to sustainable marketing strategy eff ectiveness. Marketing managers in the modern marketing environment must consider all of these issues because in the near future embedding the elements of sustainability into business processes will no longer represent the source of competitive advantage, but the precondition of competitive parity on the global market.

Keywords: green product; product policy management; marketing mix; sustainable marketing strategy (search for similar items in EconPapers)
JEL-codes: E2 L23 M3 (search for similar items in EconPapers)
Date: 2015
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