IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-658-03698-0_6.html
   My bibliography  Save this book chapter

Prinzipien des Green Marketing 4.0

In: Green Marketing 4.0

Author

Listed:
  • Andrea Grimm

    (Ferdinand Porsche FernFH)

  • Astin Malschinger

    (Ferdinand Porsche FernFH)

Abstract

Zusammenfassung In der 4.0-Ära ist das Marketing mit einer agilen und fluiden Umwelt konfrontiert, wo starre Prozesse und Verantwortlichkeiten der frühen Zeiten nicht mehr effizient greifen. Vielmehr treten Kernprinzipien als Leitsterne in das Zentrum der Marketingaktivitäten. Dies sind Vertrauensmarketing, das Gestalten von sozialen Beziehungen, der Aufbau von Demanding Brands, Vernetzung, Transparenz, Authentizität und Community-Management. Die Green-Marketing-Architektur verschafft hierbei einen Überblick, welche Ebenen aufeinander aufbauen. Erklärtes Ziel ist hierbei die kollaborative Umsetzung einer Wir-Kultur, bei der Unternehmen, Kunden und Communitys gemeinsam kooperieren, um geteilte Interessen oder Ziele umzusetzen.

Suggested Citation

  • Andrea Grimm & Astin Malschinger, 2021. "Prinzipien des Green Marketing 4.0," Springer Books, in: Green Marketing 4.0, chapter 0, pages 147-169, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-03698-0_6
    DOI: 10.1007/978-3-658-03698-0_6
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-658-03698-0_6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.