ECO-INNOVATIVE COMMUNICATION ACTIVITIES OF SLOVAK BUSINESS ENTITIES
Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1
Abstract
The presented scientific contribution focuses on the use of online and offline communication tools in presenting environmental products in specific Slovak business entities operating in selected industries – wood industry, energetics, clothing and textile industry and food processing industry. The authors present in their contribution partial results of their own research focusing on the use of online and offline tools of marketing communication within the eco-innovation processes of Slovak business entities. At the same time, they focus on the way the businesses implement their communication strategy into internal as well as external business environment in relation to supporting the introduction of eco-innovations in Slovakia. The submitted contribution consists of two main parts – in the first part, authors determine the notion of eco-innovation, eco-innovation performance, green marketing and its tools within the online and offline environment used to raise awareness of eco-products. The second part of the contribution presents the partial results of a quantitative marketing study conducted in Slovakia.
Authors and Affiliations
Monika Rezníčková, Anna Zaušková
Keywords
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