INNOVATIVE THINKING IN ENVIRONMENTAL MARKETING COMMUNICATION
Journal Title: Marketing Identity - Year 2018, Vol 6, Issue 1
Abstract
The paper aims to explain the importance of innovative thinking in environmental marketing communication. It approximates the main key features of environmental marketing and related communication activities on the environmental market in line with the international ISO 14000 standards, which are also applied in organizations focused on the concept of the circular economy. It clarifies the essence of innovative thinking and provides useful guidelines to promote approaches to innovative thinking that are designed to make innovative thinking possible and implemented at all levels within the organization, and they are suitable for all types and sizes of organizations, including small and medium-sized enterprises.
Authors and Affiliations
Jarmila Šalgovičová
Keywords
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