Naslov
Product policy management as part of a sustainable marketing strategy

Autori
Pap, Ana ; Ham, Marija ; Turalija, Ana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
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, 2015, 131-140

Skup
Interdisciplinary management research

Mjesto i datum
Opatija, Hrvatska, 15.05.2015. - 17.05.2015

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
green product ; product policy management ; marketing mix ; sustainable marketing strategy

Sažetak
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all of these issues because in the near future embedding the elements of sustainability into business processes will no longer represent the source of competitive advantage, but the precondition of competitive parity on the global market.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA