As comunicações Integradas de Marketing (CIM) como pilar da estratégia de marketing verde e suas implicações na gestão ambiental
Resumo
Este 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.Downloads
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