Product policy management as part of a sustainable marketing strategy (CROSBI ID 624168)
Prilog sa skupa u zborniku | izvorni znanstveni rad | međunarodna recenzija
Podaci o odgovornosti
Pap, Ana ; Ham, Marija ; Turalija, Ana
engleski
Product policy management as part of a sustainable marketing strategy
The product as an element of the marketing mix represents the primary mechanism through which a value is provided to the consumer. If we add the fact that it is precise decisions related to product design that determine the types of resources, production processes, and the nature and type of future flows of waste, it is clear that product policy management is a key issue to sustainable marketing strategy. The purpose of the present study is to analyse and discuss the key elements and prerequisites of green products and the issues in green product policy management with the goal of contributing to sustainable marketing strategy effectiveness. Marketing managers in the modern marketing environment must consider all of these issues because in the near future embedding the elements of sustainability into business processes will no longer represent the source of competitive advantage, but the precondition of competitive parity on the global market.
green product ; product policy management ; marketing mix ; sustainable marketing strategy
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Podaci o prilogu
131-140.
2015.
objavljeno
Podaci o matičnoj publikaciji
Interdisciplinary Management Research XI
Bacher, Urban ; Barković, Dražen ; Dernoscheg, Karl-Heinz ; Lamza-Maronić, Maja ; Matić, Branko ; Pap, Norbert ; Runzheimer, Bodo
Opatija: Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku ; Hochschule Pforzheim University of Applied Sciences
Podaci o skupu
Interdisciplinary management research
predavanje
15.05.2015-17.05.2015
Opatija, Hrvatska