Overview
Sustainable Marketing and the Circular Economy in Poland outlines the specific challenges around formulating an organisation's marketing strategy in line with the circular economy (CE) framework. This book helps to solve the problem of ineffective pro-environmental programmes and marketing tools, which are currently used by enterprises to make their activities more sustainable. The authors identify key concepts and strategies of sustainable marketing to highlight the trends and development directions of marketing activities of modern enterprises. Focussing on Poland as a central case study, the book is illustrated with examples of organisations that are implementing sustainable marketing activities that are compatible with the CE model. It also presents the results of studies which examined the pro-environmental marketing efforts of small- and medium-sized enterprises, non-governmental organisations and other actors in Poland. To conclude, the authors put forward recommendations for CE network stakeholders regarding sustainable marketing management, focussing specifically on how to avoid accusations of greenwashing and other unethical organisational behaviour. This book will be of great interest to students and scholars of green marketing, sustainable business and the CE, as well as entrepreneurs and business professionals looking to formulate sustainable marketing strategies.
Full Product Details
Author: Anita Proszowska ,
Ewa Prymon-Ryś ,
Anna Dubel ,
Anna Kondak
Publisher: Taylor & Francis Ltd
Imprint: Routledge
Weight: 0.285kg
ISBN: 9781032528311
ISBN 10: 1032528311
Pages: 136
Publication Date: 22 March 2024
Audience:
College/higher education
,
Professional and scholarly
,
Tertiary & Higher Education
,
Professional & Vocational
Format: Hardback
Publisher's Status: Active
Availability: In Print
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Author Information
Anita Proszowska (PhD) is an assistant professor in the Department of Business and Enterprise Management in the Faculty of Management, AGH University of Krakow. She is author of more than 90 scientific publications on marketing. She is a member of the Polish Scientific Marketing Association. Ewa Prymon-Ryś (PhD) is an assistant professor in the Department of Business and Enterprise Management in the Faculty of Management, AGH University of Krakow, Poland. She is author of more than 70 scientific articles and co-author of 2 books. Anna Dubel (PhD) is an assistant professor in the Department of Finance and Accounting in the Faculty of Management, AGH University of Krakow, Poland. Anna Kondak (PhD) is a research assistant in the Department of Business and Enterprise Management in the Faculty of Management, AGH University of Krakow, Poland. Aleksandra Wilk (PhD) is a research assistant in the Department of Business and Enterprise Management in the Faculty of Management, AGH University of Cracow, Poland.
