Ethical Marketing

Bc. Bohdan Lizohubov

Diplomová práce

Anotace:

My thesis describes ethical marketing. In order to highlight ethical marketing concept, the basics of this concept is determined. This concept has stages of development that are considered. With aim to understand reasons of social marketing creation, the problems of this marketing concept (environmental pollution, scarcity of resources, consumer value changes) have been shown. Also such notions like ethic, corporate ethic, fair trade, that are related to ethical marketing are considered. Ethical marketing using in business is considered on the practical materials of the hotel “Premier Palace Rus” (Kyiv, Ukraine). This Hotel has chosen green marketing strategy. In this thesis I have studied social responsibility, opportunities that hotel gets if it uses this strategy. At the end of my work I have proposed bases on the green marketing mix developed by me.

Abstract:

My thesis describes ethical marketing. In order to highlight ethical marketing concept, the basics of this concept is determined. This concept has stages of development that are considered. With aim to understand reasons of social marketing creation, the problems of this marketing concept (environmental pollution, scarcity of resources, consumer value changes) have been shown. Also such notions like ethic, corporate ethic, fair trade, that are related to ethical marketing are considered. Ethical marketing using in business is considered on the practical materials of the hotel “Premier Palace Rus” (Kyiv, Ukraine). This Hotel has chosen green marketing strategy. In this thesis I have studied social responsibility, opportunities that hotel gets if it uses this strategy. At the end of my work I have proposed bases on the green marketing mix developed by me.

Keywords

Ethic marketing, ethic, social-ethical marketing, corporate ethic, green marketing, social responsibility, marketing mix, strategy, hotel, marketing tools

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 12. 4. 2019

Obhajoba závěrečné práce

• Obhajoba proběhla 14. 6. 2019
• Vedoucí: doc. Giuseppe Maiello, Ph.D.
• Oponent: MSc Mirela Moldoveanu

Vysoká škola finanční a správní

Magisterský studijní program / obor:
Ekonomika a management / Marketing Communication