search query: @author Jender, H.-G. / total: 1
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| Author: | Jender, H.-G. |
| Title: | Implementing Environmental Protection Measures |
| Journal: | Zeitschrift für Betriebswirtschaft
1991 : AUG, VOL. 61:8, p. 853-858 |
| Index terms: | BRAND NAMES MARKETING ENVIRONMENT RISK MANAGEMENT ENVIRONMENTAL PROTECTION |
| Language: | eng |
| Abstract: | The article deals with the special role of the branded products in the field of tension of marketing and environmental discussions. Starting with a description of the problems which arise especially for manufacturers of branded products in this area, possibilities as to how one can react in the course of environmental discussions, are discussed by using an example of a concrete case. Especially two elements are presented which are a basic prerequisite in order to move from the stage of reacting to proactive action: on the one hand an improved information policy in the sense of constructive dialogue with the so called opinion formers' networks, and on the other hand the internalization of ecological questions at various levels in the company. |
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