VolRC RAS scientific journal (online edition)
10.04.202104.2021с 01.01.2021
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Journal section "Territorial economy"

Scheme of Concept of Sustainable Marketing Communication Strategy for an Ideal Industrial Enterprise

Šujaková M., Sakál P.

5 (40), 2017

Šujaková M., Sakál P. Scheme of Concept of Sustainable Marketing Communication Strategy for an Ideal Industrial Enterprise. Territorial development issues, 2017, no. 5 (40). URL: http://vtr.isert-ran.ru/article/2419?_lang=en

Abstract   |   Authors   |   References
The article contains daft of concept sustainable marketing communication strategy and also the practical application of this concept, which is proposed by autors of this contribution. In the framework of the research, the practical application of the draft concept was realized through a semi-structured interview in the form of propositional logic. The article also lists specific applications in four enterprises located in Slovak area. The research were used for both direct and indirect methods of research. Primarily direct methods were a questionnaire that was conducted within the enterprise, and another primary method was interviewed with experts in the enterprise. The indirect method that was applied to our research was realized through an analysis of available professional domestic and foreign literature. New marketing communications tools were also analysed, which were then applied to a particular business, with the conclusion that for each business there are appropriate marketing tools that contribute to the promotion of positive image of enterprise to support its competitive-ness. This article builds on the results of Gabriel Hrdinova's research, which was carried out in her dissertation thesis entitled "The HCS 3E Concept vs. the Corporate Social Responsibility Concept". The contribution is based on the results of the project APVV No. LPP-0384-09:” Concept HCS model 3E vs. concept Corporate Social Responsibility (CSR).’’ and the project KEGA No. 037STU-4/2012: Implementation of the subject of “Corporate Social Responsibility Entrepreneurship” into the study programme of Industrial Management in the second degree of study at STU MTF Trnava.”. The contribution is also a part the project VEGA No. 1/0235/17: “System identification of complex assumptions to support industrial innovation and employment in the less developed regions of Slovakia”

Keywords

sustainable development, sustainable corporate social responsibility, sustainable marketing, marketing tools