dc.contributor.author | Jaramillo Osorio, Luisa Fernanda | |
dc.contributor.author | Lema Hernández, Jonathan | |
dc.contributor.author | Pulgarín Hernández, Paula Andrea | |
dc.contributor.author | Restrepo Serna, Catalina | |
dc.contributor.author | Stuart Rendón, William | |
dc.coverage.spatial | Seccional Medellín | spa |
dc.date.accessioned | 2021-01-25T19:10:15Z | |
dc.date.available | 2021-01-25T19:10:15Z | |
dc.date.issued | 2012 | |
dc.identifier.uri | http://hdl.handle.net/20.500.11912/7575 | |
dc.description | 12 páginas | spa |
dc.description.abstract | La responsabilidad ambiental y el consumo ecológico han tomado mucha importancia en los últimos años, como se observa en innumerables artículos e investigaciones que invitan a conocer una realidad que cada vez sumerge más a nuestra sociedad a tomar conciencia de los daños socio - ambientales que se evidencian en el entorno. En esta investigación se dio una mirada al consumo ecológico, pero analizándose desde la perspectiva de las audiencias las, esas personas a quiénes van dirigidas las estrategias comerciales, las cuales apuntan al mejoramiento de nuestro entorno social y ambiental. El objetivo es visualizar cuál es el rol que juegan las percepciones y comportamientos de las audiencias en las estrategias de mercadeo ecológico emprendidas por dos grandes empresas del país, Kimberly y EPM, organizaciones que pretenden demostrar que sus acciones son emprendidas diariamente en beneficio del cuidado medioambiental. | spa |
dc.description.abstract | Environmental responsibility and ecological consumption, have taken much importance in recent years, as seen in countless articles and research that invite to the people to see a reality that every time committed more our population. The objective of this investigation is take a look to ecological consumption, but analyzing from audiences, those people on the other side of the commercial strategies which point to improve our social and ambient environment. The objective is visualize which is the role that take the perceptions and the behaviors of the audiences in the strategies of ecological marketing developed for two big companies of the country, Kimberly and EPM, organizations that intend demonstrate that their actions are daily developed in benefit of the environment care. | spa |
dc.format.mimetype | application/pdf | |
dc.language.iso | spa | |
dc.publisher | Universidad Pontificia Bolivariana | spa |
dc.relation.ispartof | Publicuidad | spa |
dc.rights | Attribution-NonCommercial-NoDerivatives 4.0 International | * |
dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/4.0/ | * |
dc.subject | “Ecoconsumers” consumidores verdes | spa |
dc.subject | Mercadeo ecológico | spa |
dc.subject | Mercadeo social | spa |
dc.subject | Marcas verdes | spa |
dc.subject | Reciclaje | spa |
dc.subject | Estrategias ecológicas | spa |
dc.subject | Grupos de interés | spa |
dc.subject | Responsabilidad social empresarial (RSE) | spa |
dc.subject | Eco-publicidad | spa |
dc.subject | Ecoconsumers | spa |
dc.subject | Green Consumers | spa |
dc.subject | Ecology Marketing | spa |
dc.subject | Green Brands | spa |
dc.subject | Recycling | spa |
dc.subject | Ecological Strategies | spa |
dc.subject | Interest Groups | spa |
dc.subject | Corporate Social Responsibility (CSR) | spa |
dc.subject | Eco-Advertising | spa |
dc.title | El papel del usuario en las estrategias de mercadeo ecológico | spa |
dc.title.alternative | The role of costumer in the strategies of ecological marketing | spa |
dc.type | article | spa |
dc.rights.accessRights | openAccess | spa |
dc.type.hasVersion | publishedVersion | spa |
dc.description.sectional | Medellín | spa |
dc.identifier.instname | instname:Universidad Pontificia Bolivariana | spa |
dc.identifier.reponame | reponame:Repositorio Institucional de la Universidad Pontificia Bolivariana | spa |
dc.identifier.repourl | repourl:https://repository.unab.edu.co/ | |