Borut Jereb (Avtor), Matjaž Knez (Avtor), Darja Kukovič (Avtor), Tina Cvahte (Avtor), Matevž Obrecht (Avtor)

Povzetek

According to Kotler (1998) the product is the first and most important element of the marketing combination. Product strategy should include consistent decisions "about the product combination, group of products, brands, packaging and labelling." (Kotler 1998: 459). After we identify green products we will especially be interested in specific strategies for developing green products and packaging and green brand positioning. Shortly green products can be labelled as more durable, non-toxic, made from recycled materials and have less or only necessary volume of packaging (Ottman 1997: 89). Broader definition is given by Peattie (1995) who also considers the social dimension under the concept of green. He considers the product or service as green, where its effect on the natural environment and its social impact in terms of production, use or disposal, is significantly improved with respect to conventional products and services (Peattie 1995). Green product strategy should be implemented through: - Development of green product, - Green brand, - Eco-label and - Eco-design.

Ključne besede

okoljski management;zeleni proizvodi;zelena blagovna znamka;eko oznaka;eko oblikovanje;environmental management;green products;green brand;eco-label;eco-design;

Podatki

Jezik: Angleški jezik
Leto izida:
Tipologija: 1.16 - Samostojni znanstveni sestavek ali poglavje v monografski publikaciji
Organizacija: UM FL - Fakulteta za logistiko
UDK: 005.5
COBISS: 512826685 Povezava se bo odprla v novem oknu
Št. ogledov: 703
Št. prenosov: 54
Ocena: 0 (0 glasov)
Metapodatki: JSON JSON-RDF JSON-LD TURTLE N-TRIPLES XML RDFA MICRODATA DC-XML DC-RDF RDF

Ostali podatki

Sekundarni jezik: Slovenski jezik
Sekundarne ključne besede: okoljski management;zeleni proizvodi;zelena blagovna znamka;eko oznaka;eko oblikovanje;
URN: URN:SI:UM:
Vrsta dela (COBISS): Znanstveno delo
Strani: Str. 43-50
ID: 10933253