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Interdisciplinarni znanstveno-stručni časopis Sveučilišta Hercegovina ———— E-ISSN: 2303-470X

December 1, 2017 K. V. 0 Comments

MENADŽMENT I IMPLEMENTACIJA ODGOVORNOG/ODRŽIVOG MARKETINGA
Affan Ćehajić,MA1

SAŽETAK
Ovaj rad je nastao temeljem raznih dostupnih članaka, inostrane literature, dostupne i relevantne domaće, koja se bavi tematikom primjene koncepta društvene odgovornosti kako korporacija tako i pojedinaca.
Neophodno je naglasiti da je korištena literatura u stalnom evoluiranju i podložna je promjenama usmene predaje i primjene na različitim nivoima odgovornosti unutar jedne kompanije ali i tokom primjene u redovnim radnjama pojedinaca koji se razlikuju u vremenu, teritoriji i razmišljanju.
Kako mišljenje pojedinca nije nikad odmah pokrenulo promjene za nadati se da će se potaknuti razvoj sposobnosti novih generacija da zauzmu vlastiti stav i stvaraju vlastita mišljenja, a ne da samo prihvataju servirana kao jedini mogući scenario.
Cilj rada je da se za društveno odgovorna preduzeća u Bosni i Hercegovini definiše rad menadžmenta odgovornog marketinga, strateško planiranje u odgovornom marketingu i načine implementacije odgovornog marketinga, kako bi ona imali što bolju potporu u svom razvoju.


 

MANAGEMENT AND IMPLEMENTATION OF THE RESPONSIBLE/SUSTAINABLE MARKETING

Affan Ćehajić

SUMMARY

This work was created on the basis of various articles available, foreign literature, accessible and relevant national literature, dealing with the theme of concept implementation of social responsibility of corporations as well as individual. It is necessary to point out that the literature used is in constant evolution and is subject to change oral communication and application of the various levels of responsibility within a company but also during the application of the ordinary actions of individuals who vary in time, territory and thinking. As certain individual opinion has never immediately initiated change, it is to be hoped that it will encourage the development of skills of the new generation to take its own standpoint and develop their own opinions, and not just to accept as served as the only possible scenario. The aim is to develop and define the management of responsible marketing, strategic planning within responsible marketing and ways of implementation of responsible marketing to socially responsible companies in Bosnia and Herzegovina to ensure the best possible support in their development.
Keywords: Management, Marketing, Responsible, Sustainable, Greenwashing.

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