ID: 47964
Authors:
Felipe Piacentini Buogo, Julio Cesar Zilli, Adriana Carvalho Pinto Vieira.
Source:
Revista Eletrônica Científica do CRA-PR, v. 2, n. 2, p. 60-73, July-December, 2015. 14 page(s).
Keyword:
Competitiveness , Green marketing , Marketing
Document type: Article (Portuguese)
Show Abstract
The study aims to describe the process of implementation of green marketing in a chemical industry in Southern Santa Catarina. Methodologically, is characterized as a descriptive research, literature and a case study. Data collection was done through an interview with the aid of a semi-structured script with the Marketing Manager. It was found that green marketing is becoming an important marketing tool due to strong competition in the domestic market. Many organizations looking to have a good competitive edge to stand out from its competitors, regardless of the market in which the organization operates. The biggest postimplementation challenge is to prove to consumers that the organization's actions are environmentally friendly.
