Affiliation:
1. Department of Management Jan Kochanowski University in Kielce Żeromskiego Street 5, Kielce 25-369, POLAND
Abstract
The article is a pioneering attempt to identify the strengths and weaknesses as well as opportunities and threats to the development of a sustainable marketing mix in Polish food industry enterprises. The study enriches the poor state of literature on the sustainable marketing and marketing mix. The value of research is to acquire and present new knowledge about the four elements of marketing mix in the sustainable concept. The article may support managers who want to implement the concept of sustainable marketing mix in their companies. The aim of the study is to conduct a SWOT analysis, identifying strengths, weaknesses as well as opportunities and threats to the development of a sustainable marketing mix in Polish food industry enterprises
Publisher
World Scientific and Engineering Academy and Society (WSEAS)
Subject
General Energy,General Environmental Science,Geography, Planning and Development
Cited by
6 articles.
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