engleski

E – MARKETING OF RECYCLING BAKER PRODUCTS

In the last thirty years people have become aware of limited resources and the need for their rational use. As the result of changes in the global people's awareness, new scientific disciplines that focus on more effective use of available resources and on assurance of sustainable development of society have emerged. In the context of these thoughts, the problem of waste recycling is becoming increasingly important. Like most other industrial products, the surplus of bakery products, both from production and consumption, needs to be correctly sorted out and appropriately recycled. To realize the recycling of bakery products it is necessary to encourage the changes not only in the industry behavior but also in the behavior of an individual, the consumer. In terms of development of human awareness about the necesity of recycling generally and also the recycling of the bakery products, marketing has the key role. But, marketing is, in line with the technological and social changes, constantly changing. In the last couple of decades its development is closely connected with the growth of information – communication technology, so the new activity principles of marketing are associeted with prefix ‘electronic’ from which derives the title ‘electronic marketing’ or ‘e – marketing.’ In the last decade marketing has, from purely profitable sphere of activity acquired more significant position in the sphere of non-profitable activities. As the result of this activity the, so called ‘social marketing” has emerged. Marketing achieves socially useful activity in different spheres through different actions. From that perspective it is interesting to look at the specifics of e-Marketing of recycling of the bakery products and to define conceptual model of social e-Marketing of recycling of bakery products as a starting point fot the formation of the collective awareness about the need and necessity of recycling of the bakery products.

Barkery products, Electronic Marketing, Sustainable Development, Recyciling, Social Networks

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