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丸善のおすすめ度
【ヨーロッパの中小企業における持続可能なマーケティング・コンセプト：飲食業界からの見識】
The Sustainable Marketing Concept in European SMEs:Insights from the Food & Drink Industry '18
Rudawska, Edyta
編
発行年月 |
2018年05月 |
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出版国 |
イギリス |
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言語 |
英語 |
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媒体 |
冊子 |
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装丁 |
hardcover |
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ページ数／巻数 |
328 p. |
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ジャンル |
洋書／社会科学／経営学／マーケティング |
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ISBN |
9781787540392 |
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商品コード |
1026912778 |
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本の性格 |
学術書 |
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新刊案内掲載月 |
2018年05月 |
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商品URL
| https://kw.maruzen.co.jp/ims/itemDetail.html?itmCd=1026912778 |
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著者紹介
Rudawska, Edyta（編者）：University of Szczecin, Poland
内容
The food and drink sector represents Europe's largest manufacturing industry, its largest employer and is a major player in the global economy. It also has one of the greatest environmental impacts. In order to maintain competitive advantage, SMEs need to address their environmental impact and integrate sustainability into their marketing strategies and operations. The Sustainable Marketing Concept in European SMEs: Insights from the Food & Drink Industry brings together contributions from leading scholars to provide new knowledge and applications for the implementation of sustainable marketing orientation and sustainable marketing mix tools in SMEs operating in the industry. It will be the first publication focussing on the scope of sustainable marketing applications by SMEs providing comparison, data analysis and insights from Western Europe and Central - Eastern Europe. The book is a result of an international cooperation undertaken by leading researchers from Poland, Croatia, the UK, Russia, Germany and Spain, all with many years of experience in issues related to marketing and sustainability.
