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Highlights and background information

Highlights and background information. International marketing: Green marketing and sustainability as a tool for success in international markets. The course. 1.: New ways of thinking in marketing Societal concept of marketing Criticism of ‚traditional marketing’

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Highlights and background information

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  1. Highlights and background information International marketing: Green marketing and sustainability as a tool forsuccess in international markets

  2. The course • 1.:New ways of thinking in marketing • Societal concept of marketing • Criticism of ‚traditional marketing’ • 2.: Green marketing and sustainability – strategic level • Green consumers: segments, motives, attitudes • 3.: Green marketing mix • Techniques, methods, tools and risks • Internet and social media • 4.: Addig real values: marketing for the ‘good’ • Selling values, changing behaviours • 5.:Project task presentations, exam

  3. KENÉZ, András Assistant professor at Edutus College, Budapest, Hungary Lectures in marketing, customer behavior and eco-marketing in BA and MsC level Consultant (green marketing and online marketing) in DEES Consulting kenez.andras@edutus.hu

  4. Green is mainstream From niche to normal: more than ¾ of customers is somewhat green!

  5. Green is cool Fashionable and trendy.

  6. Green is innovative

  7. Green is fun

  8. Green is valueable

  9. Green is successful Cost efficient. Cheap. The government supports it. Stronger brands through value based communication. Higher profit rates through better paying willingness.

  10. New paradigm of marketing Societalconcept by Philip Kotler. Holistic marketing concept with Socially responsible marketing. Sustainable branding and ‚cradle to cradle’ thinking. Value-creation.

  11. Tools of green marketing Online. WOMM, Facebook, community, evangelists Guerilla. Flasmob, ambient, viral, astroturf Traditional. Analysing techniques. Products and brands. 4P (or 4C, or 4E?).

  12. The project task assigment Step by step guide to green marketing (shortdailytasksduringthecourse) • Stategy: ecological strategic position • Understanding target group and motives • Creative idea generation • Implementation and communication • Adding value – marketing of socially good

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