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Published
:
2018-04-30
Green Marketing as Part of Corporate Social Responsibility: IT Companies in the Slovak Republic
Soňa Chovanová Supeková
Danuta Szwajca
Abstract
The paper gives the overview of the green marketing and Corporate Social Responsibility in the spectre of the standards in companies in Slovak Republic. Author of the paper states why it is important to build and maintain social responsibility as one of the social marketing tools. The paper highlights significance of green marketing in the modern business and economy and its importance in the future as well. Study included in the paper consists of qualitative research of selected business subjects in Slovak Republic, focused on green marketing and CSR. Data retrieved from the research are compared with international analyses and researches. Critical analysis is being used to identify specific tools of green marketing used within selected subjects. The paper brings empirical evidences how locally based companies have been approaching to CSR and green marketing in recent years, compared with companies abroad in the region. It explains that more stress is being given on social responsibility in average in Slovak Republic than in the past, but the prognoses see stagnation in the CSR in the region, as well as shallow application of the green marketing principles in the local businesses. This paper includes list of recommendations for local firms based on best practices abroad, with aim to increase the CSR effect. It gives selected subjects specific suggestions how to improve their green marketing effects within their consumers. The paper brings new point of view for selected businesses, as well as the whole sector, compared with international studies, suggesting specific steps and tasks with aim to improve the green marketing in general.(original abstract)Keywords:
Corporate Social Responsibility (CSR), Marketing, Cause Related Marketing (CRM), Social marketingMost read articles by the same author(s)
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Chovanová Supeková, S., & Szwajca, D. (2018). Green Marketing as Part of Corporate Social Responsibility: IT Companies in the Slovak Republic. Zeszyty Naukowe Wyższej Szkoły Bankowej W Poznaniu, 79(2). https://doi.org/10.26349/zn.wsb.w.poznaniu.0079.03