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Las comunicaciones integradas de marketing (CIM) como pilar de la estrategia de marketing verde y sus implicaciones en la gestión ambiental

Author

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  • Nelcy Rocío Escobar Moreno

Abstract

Este documento examina el constructo de Comunicaciones Integradas de Marketing (CIM), desde su definición hasta su aplicación a partir de la perspectiva del mercadeo verde en la estrategia organizacional. El texto presenta tres grandes discusiones, primero, una reflexión particular sobre los aportes e implicaciones más importantes de las Comunicaciones Integradas de Marketing y de cada uno de sus instrumentos a la estrategia de gestión ambiental de las organizaciones. Luego, una caracterización general del consumidor verde y de otros stakeholders de la organización, en particular, de su papel en el proceso estratégico de la comunicación verde. Finalmente, como conclusión de este trabajo, se plantean algunas consideraciones sobre la necesaria aplicación de este concepto en la propuesta de gestión ambiental organizacional en la actualidad.

Suggested Citation

  • Nelcy Rocío Escobar Moreno, 2012. "Las comunicaciones integradas de marketing (CIM) como pilar de la estrategia de marketing verde y sus implicaciones en la gestión ambiental," Revista Facultad de Ciencias Económicas, Universidad Militar Nueva Granada, December.
    • Handle: RePEc:col:000180:011716
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    References listed on IDEAS

    as
    1. Swain, William N., 2004. "Perceptions of IMC after a Decade of Development: Who's at the Wheel, and How Can We Measure Success?," Journal of Advertising Research, Cambridge University Press, vol. 44(1), pages 46-65, March.
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    More about this item

    Keywords

    Comunicaciones integradas de marketing; Comunicación verde; Marketing verde; Consumidor verde; Gestión ambiental.;
    All these keywords.

    JEL classification:

    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising
    • Q57 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - Environmental Economics - - - Ecological Economics

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