POSITION OF DIGITAL MARKETING IN BUSINESS´S ECO-INNOVATION ACTIVITIES
Journal Title: Marketing Identity - Year 2015, Vol 3, Issue 1
Abstract
The issue of protection of the environment as a result of own environmentally unfriendly activities requires our attention. Eco-innovative solutions generate positive contribution by improving businesses´ production processes, decreasing environmental impact and simultaneously communicating social responsibility along with adequate education. The communication and innovation environment is known for its dynamicity. Such is currently represented by on-line communication channels and new attitudes to information collected thanks to various digital technologies. The paper deals with using marketing communication in the business´s eco-innovation activities with emphasis on digital marketing while presenting the results of the research carried out in small and mediumsized enterprises operating in the Slovak business environment.
Authors and Affiliations
Anna Zaušková, Lukáš Grib
Keywords
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