Green marketing has been one of the most discussed trends in international marketing for a decade at least. Compared to green goods, little attention is paid to green services, although services are an essential part of developed countries' economies. Green services in the Czech Republic stand at the starting point of breakthrough. Until the present comprehensive marketing information about this area has been absent. The aim of this thesis is to fill the gap in information by setting up a framework for strategic marketing planning of green services in the Czech Republic. The information needed has been collected from other markets' data, an interview with an insider and a consumer survey. The data obtained has been used in the various steps of green services strategic marketing framework in Czech circumstances.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:9374 |
| Date | January 2008 |
| Creators | Vojtěchová, Martina |
| Contributors | Král, Petr, Karlíček, Miroslav |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Czech |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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