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Green marketing and the ecological advertisement : An analysis of the structure of the communication in announcements printed matters - Antonio Fernando Guimaraes
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Antonio Fernando Guimaraes:

Green marketing and the ecological advertisement : An analysis of the structure of the communication in announcements printed matters - Livro de bolso

2010, ISBN: 3838375319

[EAN: 9783838375311], Neubuch, [PU: LAP LAMBERT Academic Publishing], nach der Bestellung gedruckt Neuware - This work presents an analysis of the content of a series of printed ecologica… mais…

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Green marketing and the ecological advertisement: An analysis of the structure of the communication in announcements printed matters - Guimaraes, Antonio Fernando
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Guimaraes, Antonio Fernando:

Green marketing and the ecological advertisement: An analysis of the structure of the communication in announcements printed matters - Livro de bolso

2010, ISBN: 9783838375311

LAP LAMBERT Academic Publishing, Taschenbuch, 160 Seiten, Publiziert: 2010-07-14T00:00:01Z, Produktgruppe: Buch, Hersteller-Nr.: 3838375319, 0.54 kg, Recht, Kategorien, Bücher, Management… mais…

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Green marketing and the ecological advertisement: An analysis of the structure of the communication in announcements printed matters - Guimaraes, Antonio Fernando
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Guimaraes, Antonio Fernando:
Green marketing and the ecological advertisement: An analysis of the structure of the communication in announcements printed matters - Livro de bolso

2010

ISBN: 9783838375311

LAP LAMBERT Academic Publishing, Taschenbuch, 160 Seiten, Publiziert: 2010-07-14T00:00:01Z, Produktgruppe: Buch, Hersteller-Nr.: 3838375319, 0.54 kg, Recht, Kategorien, Bücher, Management… mais…

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Green marketing and the ecological advertisement - Antonio Fernando Guimaraes
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Green marketing and the ecological advertisement - Livro de bolso

ISBN: 9783838375311

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Green marketing and the ecological advertisement An analysis of the structure of the communication in announcements printed matters - novo libro

2010, ISBN: 3838375319

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Green marketing and the ecological advertisement: An analysis of the structure of the communication in announcements printed matters
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9783838375311


This work presents an analysis of the content of a series of printed ecological ads obtained from companies across several economic sectors. This study aimed to examine the implicit structure of these ads: its environmental appeals; the degree of thoroughness with which the matter was addressed by the companies surveyed. It contains the concepts of strategic marketing and operational marketing, the societal marketing and the relations between the integrated marketing communications and the green marketing. As analytical framework, was selected a sample of print ads and through a multivariate analysis, using the technique of Multidimensional Scaling (MDS)and cluster analysis was obtained a perceptual map that positions companies according to the criteria of similarity. The work should help shed some light on this new and exciting advertising environment, and should be especially useful to professionals in communications and marketing fields; managers concerned with the company's image as an environmentally responsible company; or anyone else who may considering utilizing the concepts of green marketing oriented to use ecologically sound appeals in their advertisements.

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EAN (ISBN-13): 9783838375311
ISBN (ISBN-10): 3838375319
Livro de capa dura
Livro de bolso
Ano de publicação: 2010
Editor/Editora: LAP LAMBERT Academic Publishing
160 Páginas
Peso: 0,260 kg
Língua: eng/Englisch

Livro na base de dados desde 2009-05-16T05:31:27+01:00 (Lisbon)
Página de detalhes modificada pela última vez em 2023-09-11T19:01:00+01:00 (Lisbon)
Número ISBN/EAN: 9783838375311

Número ISBN - Ortografia alternativa:
3-8383-7531-9, 978-3-8383-7531-1
Ortografia alternativa e termos de pesquisa relacionados:
Autor do livro: fernando guimaraes
Título do livro: marketing, ecological communication, green matters

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