Ekomarketing i jego instrumenty
Streszczenie
Green marketing is the art of satisfying consumer needs in a profitable and environmentally
friendly manner. Its popularity is rising and will still rise for the next 20-30 years. Environmental
protection will become too obvious then to treat it as a separate trend in marketing.
Green marketing uses the same instruments that are used by traditional marketing. Their role
and use reflect differences between the two concepts. In the article the notions of product,
price, place (distribution), promotion, packaging, publicity and political power are discussed
from the green marketing perspective.