Earticle

초록

영어

Marketing is an evolving discipline subject to continued reassessment,redirection,and restructuring. The focus of this study is upon green marketing. Green marketing in this study is recognized as human welfare marketing that enhances the quality of life and the society`s well-being. The objectives of this study are to: 1. delineate the change of marketing environment that led to a call for a new concept to revise or replace the marketing concept. 2. construct theoretical framework for green marketing. 3. discuss main tasks concerning to the evolution of green marketing. Finding from the observations indicate that green marketing can bear fruit only when the cooperative system is set up through cooperative action among business circles, consumers, learned circles, and goverment authorities.

목차

I. 서론
  1. 문제의 제기 및 연구목적
  2. 연구의 범위 및 방법
 II. 환경문제에 대한 새로운 인식
  1. 조직체와 환경과의 관계
  2. 환경보전의 중요성
 III. 그린 마아케팅의 본질 및 등장배경
  1. 그린 마아케팅의 본질
  2. 그린 마아케팅의 등장배경
 IV. 그린 마아케팅의 실현을 위한 주체별 역할
  1. 소비자 및 관련 단체의 역활
  2. 기업의 역할
  3. 정부의 역활
  4. 학계의 역할
 V. 결론
 참고문헌
 Abstract

저자

• 이규희 [ Lee, Kyu-hee | 신일전문대학 판매관리과 부교수 ]

참고문헌