Green marketing, an opportunity for organizational change
DOI:
https://doi.org/10.5377/ryr.v44i0.3567Keywords:
green marketing, green consumer, environmental, organizational communicationAbstract
The objective of this article is to present a theoretical framework about green marketing; a number of closely related concepts to this topic that help to better understand the implications of its proper use. On the other hand, the article provides statements to recognize isolated actions from an actual green marketing campaign. It also displays two Salvadoran initiatives that manage to position themselves in the market through a green marketing approach!
Realidad y Reflexión Year 16,No.44, July-December 2016: 92-106
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© Universidad Francisco Gavidia
Instituto de Ciencia, Tecnología e Innovación (ICTI)
Reality and Reflection
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