Naslov
Sustainability marketing in Croatia

Autori
Sinčić Ćorić, D., Matić, N.

Vrsta, podvrsta i kategorija rada
Poglavlja u knjigama, ostalo

Knjiga
Marketing insights from a changing environment

Urednik/ci
Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina ; Žabkar, Vesna ; Grunhagen, Marko.

Izdavač
Pearson Education

Grad
London : Delhi

Godina
2015

Raspon stranica
110-128

ISBN
978-1-78448-762-1

Ključne riječi
sustainability marketing, competitive advantage, marketing, Croatia

Sažetak
Problem: Since its first appearance, the term “sustainability marketing” raises interest among academics and practitioners. Although present for nearly thirty years, it is believed that the practice is still embryonic. In this paper authors firstly present the evolution and theoretical background of the concept of “sustainability marketing”, and then they show the results of the analysis of the level of implementation of sustainable marketing practices in companies operating on the Croatian market. Methodology: In depth interviews have been conducted with marketing managers in companies that were leaders in application of sustainability marketing in Croatia, and their responsibility was implementation of sustainability strategies. Qualitative data were analyzed by the content analysis, triangulation and opinion grouping. Results: The results indicate that managers report strong positive relationship between implementation of sustainability marketing in their companies and its increased competitiveness.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Interdisciplinarne društvene znanosti

POVEZANOST RADA