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Theoretischer Rahmen

In: Grüne Marketing-Kommunikation

Author

Listed:
  • Matthias Johannes Bauer
  • Sarah Sobolewski

Abstract

Zusammenfassung In diesem Kapitel werden die theoretischen Grundlagen von Green Marketing und grüner Marketingkommunikation gelegt. Es werden die zentralen Begriffe definiert und Rahmenbedingungen aufgezeigt. Die einzelnen Prozesse und Prozessschritte werden sowohl innerhalb des grünen Marketings als auch der grünen Kommunikation dargestellt. Das Kapitel gibt einen Überblick über die Grundlagen des Themenfelds.

Suggested Citation

  • Matthias Johannes Bauer & Sarah Sobolewski, 2022. "Theoretischer Rahmen," Springer Books, in: Grüne Marketing-Kommunikation, chapter 2, pages 7-38, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-37860-8_2
    DOI: 10.1007/978-3-658-37860-8_2
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