Integrated Marketing Communications (IMC) as an important issue in green marketing strategy and its implications on environmental management

Las Comunicaciones Integradas de Marketing (CIM) como pilar de la estrategia de marketing verde y sus implicaciones en la gestión ambiental;
As comunicações Integradas de Marketing (CIM) como pilar da estratégia de marketing verde e suas implicações na gestão ambiental

dc.creatorEscobar Moreno, Nelcy Rocío
dc.date2012-06-30
dc.identifierhttps://revistas.unimilitar.edu.co/index.php/rfce/article/view/2165
dc.identifier10.18359/rfce.2165
dc.descriptionThis document presents the structure of Integrated Marketing Communications, since its definition up to its application from green marketing approach in organizational strategy. The paper presents three major discussions, first, a particular reflection on contributions and most important implications of Integrated Marketing Communications and each one of its instruments to corporation's environmental management strategy. Then, it presents a general characterization of green consumer and other corporation's stakeholders, particularly, on its role during green communication strategic process. Finally, as a conclusion of this paper, there are some considerations on the necessary implementation of this concept in the current proposal of organizational environmental management.
dc.descriptionEste documento examina el constructo de Comunicaciones Integradas de Marketing (CIM), desde su definición hasta su aplicación a partir de la perspectiva del mercadeo verde en la estrategia organizacional. El texto presenta tres grandes discusiones, primero, una reflexión particular sobre los aportes e implicaciones más importantes de las Comunicaciones Integradas de Marketing y de cada uno de sus instrumentos a la estrategia de gestión ambiental de las organizaciones. Luego, una caracterización general del consumidor verde y de otros stakeholders de la organización, en particular, de su papel en el proceso estratégico de la comunicación verde. Finalmente, como conclusión este trabajo, se plantean algunas consideraciones sobre la necesaria aplicación de este concepto en la propuesta de gestión ambiental organizacional en la actualidad.
dc.descriptionEste documento examina a estrutura das Comunicações Integradas de Marketing (CIM), da sua definição até sua aplicação a partir da perspectiva do marketing verde na estratégia organizacional. O texto apresenta três grandes discussões: em primeiro lugar, faz uma reflexão particular sobre as contribuições e as implicações mais importantes das Comunicações Integradas de Marketing e de cada um de seus instrumentos com a estratégia da gestão ambiental das organizações. Depois, uma caracterização geral do consumidor verde e de outros stakeholders da organização, em particular, sobre seu papel no processo estratégico da comunicação verde. Finalmente, como conclusões deste trabalho são feitas algumas considerações sobre a necessária aplicação deste conceito na proposta de gestão ambiental organizacional da atualidade.
dc.formatapplication/pdf
dc.languagespa
dc.publisherUniversidad Militar Nueva Granada
dc.relationhttps://revistas.unimilitar.edu.co/index.php/rfce/article/view/2165/1767
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dc.rightsDerechos de autor 2016 Revista Facultad de Ciencias Económicas
dc.sourceRevista Facultad de Ciencias Económicas; Vol. 20 No. 2 (2012); 69-79
dc.sourceRevista Facultad de Ciencias Económicas; Vol. 20 Núm. 2 (2012); 69-79
dc.sourceRevista Facultad de Ciencias Económicas; v. 20 n. 2 (2012); 69-79
dc.source1909-7719
dc.source0121-6805
dc.subjectIntegrated marketing communications
dc.subjectgreen communication
dc.subjectgreen marketing
dc.subjectgreen consumer
dc.subjectenvironmental management
dc.subjectComunicaciones integradas de marketing
dc.subjectcomunicación verde
dc.subjectmarketing verde
dc.subjectconsumidor verde
dc.subjectgestión ambiental
dc.subjectComunicações integradas de marketing
dc.subjectcomunicação verde
dc.subjectmarketing verde
dc.subjectconsumidor verde
dc.subjectgestão ambiental
dc.titleIntegrated Marketing Communications (IMC) as an important issue in green marketing strategy and its implications on environmental management
dc.titleLas Comunicaciones Integradas de Marketing (CIM) como pilar de la estrategia de marketing verde y sus implicaciones en la gestión ambiental
dc.titleAs comunicações Integradas de Marketing (CIM) como pilar da estratégia de marketing verde e suas implicações na gestão ambiental
dc.typeinfo:eu-repo/semantics/article
dc.typeinfo:eu-repo/semantics/publishedVersion


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