Green marketing

Ing. Bc. Michal Ďuriník

Master's thesis

Abstract:

The goal of the submitted thesis “Green marketing” is to analyze opportunities and suitability of application of green marketing for given company. The theoretical part of the work focuses, in addition to basics of green marketing itself, on the areas of green market segmentation, greenwashing and green labeling. Also areas of guerilla marketing, marketing of services and B2B marketing are briefly described. In practical part of the thesis, researched company is introduced and situation analysis including analysis of two questionaires is conducted. Finally, several activities reccomended to be performed by the company are presented.

Abstract:

Cieľom práce je preskúmať možnosti a vhodnosť uplatnenia zeleného marketingu pre konkrétny podnik. Teoretická časť sa venuje poznatkom v oblasti zeleného marketingu, pozornosť je venovaná okrem základných súvislostí i segmentácii trhu, greenwashingu a environmentálnemu označovaniu. V krátkosti sa teoretická časť zaoberá i guerilla marketingom, marketingom služieb a B2B marketingom. V rámci praktickej časti je predstavený skúmaný podnik a vykonaná situačná analýza spolu s analýzou dvoch dotazníkov. Následne je pre podnik navrhnutých niekoľko konkrétnych odporučení v súlade so zásadami zeleného marketingu.

Keywords

Marketing, zelený marketing, greenwashing, environmentálne označovanie, marketing služieb, B2B marketing, guerilla marketing, green marketing, green labeling, marketing of services

Language used: Slovak

Date on which the thesis was submitted / produced: 29. 4. 2011

Thesis defence

• Date of defence: 13. 6. 2011
• Supervisor: doc. Ing. Alena Klapalová, Ph.D.
• Reader: doc. Ing. Radoslav Škapa, Ph.D.

Masaryk University

Faculty of Economics and Administration

Master programme / field:
Economy and Management / Business Management