Green Marketing and its Use in a Transport Company

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Abstract

Green marketing as a part of environmental management has become a new marketing philosophy of many companies. It includes more than just a simple building of corporate image but it also becomes a modern idea of the enforcement of actual environmental trends to a broad spectrum of business activities. The field of action of green marketing tools is relatively extensive, starting with the protection of environment, production and sale of products and services with ecological conditions and requirements, through the final consumption of environmentally friendly products, which affects the quality of life and health of the whole society. The aim of the article includes to provide a literature review on the issue from several foreign and domestic authors. By using methods of description, comparison, deduction, induction, it discusses the essence of a green marketing and also analyses its use in a Slovak public transport company. Based on this, in discussion are indicated some proposals to improve the effectivity and visibility of these activities in the public transport company and thus ensure the image of the company as more environmental friendly. This measures help to improve the positive perception of the company by customers and the general public.

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