engleski

Water Marketing

Mapping theoretical backgraound for thinking about water markteting, it is necessary to abandon value-free mainstream economic approach and combine two new economic thoughts, both based on holistic, system approach: institutional economy and social economy. Water marketing should be used as a behicle to build-up social responsibility and value-consciousness in actors (individuals, business, governments) whose decisions and behavior are, or can be, linked with usage of water. These two features (social responsibility and long-run time horizon) differ water marketing from most frequently understanding of marketing role. In designing water marketign cost-benefit analysis for environmental economic evaluation of water usage can be used as an useful guidance.

water marketing; social responsibility; environmental goods; cost-benefit analysis

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