Anita Proszowska – författare
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3 produkter
3 produkter
Sustainable Marketing and the Circular Economy in Poland
Key Concepts and Strategies
Inbunden, Engelska, 2024
828 kr
Skickas inom 10-15 vardagar
Sustainable Marketing and the Circular Economy in Poland outlines the specific challenges around formulating an organisation's marketing strategy in line with the circular economy (CE) framework.This book helps to solve the problem of ineffective pro-environmental programmes and marketing tools, which are currently used by enterprises to make their activities more sustainable. The authors identify key concepts and strategies of sustainable marketing to highlight the trends and development directions of marketing activities of modern enterprises. Focussing on Poland as a central case study, the book is illustrated with examples of organisations that are implementing sustainable marketing activities that are compatible with the CE model. It also presents the results of studies which examined the pro-environmental marketing efforts of small- and medium-sized enterprises, non-governmental organisations and other actors in Poland. To conclude, the authors put forward recommendations for CE network stakeholders regarding sustainable marketing management, focussing specifically on how to avoid accusations of greenwashing and other unethical organisational behaviour.This book will be of great interest to students and scholars of green marketing, sustainable business and the CE, as well as entrepreneurs and business professionals looking to formulate sustainable marketing strategies.
Sustainable Marketing and the Circular Economy in Poland
Key Concepts and Strategies
Häftad, Engelska, 2025
337 kr
Skickas inom 10-15 vardagar
Sustainable Marketing and the Circular Economy in Poland outlines the specific challenges around formulating an organisation's marketing strategy in line with the circular economy (CE) framework.This book helps to solve the problem of ineffective pro-environmental programmes and marketing tools, which are currently used by enterprises to make their activities more sustainable. The authors identify key concepts and strategies of sustainable marketing to highlight the trends and development directions of marketing activities of modern enterprises. Focussing on Poland as a central case study, the book is illustrated with examples of organisations that are implementing sustainable marketing activities that are compatible with the CE model. It also presents the results of studies which examined the pro-environmental marketing efforts of small- and medium-sized enterprises, non-governmental organisations and other actors in Poland. To conclude, the authors put forward recommendations for CE network stakeholders regarding sustainable marketing management, focussing specifically on how to avoid accusations of greenwashing and other unethical organisational behaviour.This book will be of great interest to students and scholars of green marketing, sustainable business and the CE, as well as entrepreneurs and business professionals looking to formulate sustainable marketing strategies.
777 kr
Skickas inom 10-15 vardagar
This book explores greenwashing practices in company marketing communications, outlining the different types of greenwashing and recommending strategies for readers to successfully differentiate between greenwashing and green marketing.It reviews the theoretical and practical concepts of greenwashing – focusing on those related to marketing communication and marketing strategy – and highlights the various tools companies utilise to mislead their customers, including green advertising, green packaging, eco-labelling, AI, and social media. Drawing upon specific case study examples, the volume illustrates how and when companies employ these methods and the subsequent impact on the environment, while contrasting these with best practices in ethical, pro-environmental marketing communications. Overall, the book campaigns for increased awareness of greenwashing among stakeholders and outlines a proposal for controlling the implementation of pro-environmental practices in green marketing communication to ensure that consumers are not misled.Assisting readers in easily identifying truly green products, as well as those which have been marketed inaccurately, Greenwashing Practices in Company Marketing Communications will be useful for researchers, academics, and students analysing contemporary marketing communication and its compatibility with the principles of sustainable development.Chapter 2, 3 and 5 of this book are freely available as a downloadable Open Access PDF at http://www.taylorfrancis.com under a Creative Commons [Attribution-Non Commercial-No Derivatives (CC BY-NC-ND)] 4.0 license