Využití green marketingu ve vybraném podniku
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Tématem této diplomové práce je využití green marketingu ve vybraném podniku. Cílem práce je provést analýzu green marketingových aktivit v Decathlonu Liberec, zjistit povědomí zákazníků o těchto aktivitách a na základně toho navrhnout možnosti ke zlepšení. První část práce vymezuje pojmy v oblasti společenské odpovědnosti a green marketingu, popisuje výhody green marketingu pro firmu, ale také ekologická značení či fenomén greenwashing. Druhá část popisuje vybraný podnik, jeho historii a základní informace. Je také popsán jeho marketingový mix. Dále je provedena analýza green marketingových aktivit v podniku a výzkum zkoumající povědomí zákazníků o těchto aktivitách. V poslední části práce jsou představeny návrhy na zlepšení green marketingu v Decathlonu Liberec.
The topic of this diploma thesis is the use of green marketing in a selected company. The aim of the thesis is to analyze the green marketing activities in Decathlon Liberec, to find out the awareness of customers about these activities and based on that to suggest opportunities for improvement. The first part of the thesis defines the terms in the field of social responsibility and green marketing, describes the benefits of green marketing for the company, but also describes eco-labels or the phenomenon of greenwashing. The second part describes the selected company, its history and basic information. Its marketing mix is described as well. Furthermore, an analysis of green marketing activities in the company and research of customer awareness of these activities is made. The last part of the thesis presents proposals for improving green marketing in Decathlon Liberec.
The topic of this diploma thesis is the use of green marketing in a selected company. The aim of the thesis is to analyze the green marketing activities in Decathlon Liberec, to find out the awareness of customers about these activities and based on that to suggest opportunities for improvement. The first part of the thesis defines the terms in the field of social responsibility and green marketing, describes the benefits of green marketing for the company, but also describes eco-labels or the phenomenon of greenwashing. The second part describes the selected company, its history and basic information. Its marketing mix is described as well. Furthermore, an analysis of green marketing activities in the company and research of customer awareness of these activities is made. The last part of the thesis presents proposals for improving green marketing in Decathlon Liberec.
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Ekologie, Green marketing, Společenská odpovědnost firem, Životní prostředí, Corporate Social Responsibility, Ecology, Environment, Green Marketing