Culture of Marketing Actions of a Company in the Area of Sustainable Marketing Mix

Trojanowski Tomasz ()
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Trojanowski Tomasz: Jan Długosz University in Czestochowa

Journal of Intercultural Management, 2014, vol. 6, issue 4-2, 67-74

Abstract: The article focuses on the essence and importance of a sustainable marketing mix in business enterprises. In the first chapter the concept of this work the concept of sustainable product is brought closer. The characteristics of a sustainable product are presented. The further part of the article describes the prices of the products in terms of sustainability. Inter alia, the impact of the use of sustainable corporate policy on the price level of products is indicated. The third chapter addresses the issues of sustainable products distribution including the description of sustainable distribution channels. The final part of the work includes the information on sustainable marketing communication with the use of promotion mix instruments. The paper presents the main objectives of sustainable marketing communication and identifies means of marketing messages. The paper concludes with a summary.

Keywords: sustainable marketing mix; marketing mix; sustainable development; enterprise (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:joinma:v:6:y:2014:i:4-2:p:67-74:n:6

DOI: 10.2478/joim-2014-0057

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