MajlathMelinda - Challenges in Marketing Reasons for the...

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Challenges in Marketing: Reasons for the Existence of Green Marketing Melinda MAJLÁTH Budapest Tech Keleti Károly Faculty of Economics [email protected] State of the environment and the antropomorph origin of environmental problems poses the question whether the recent economic system and as a part of it, marketing are able to contribute to environmental protection – not only for economic interest but as a moral obligation. The high interdependency of production and consumption with nature needs paradigm shift in the long run, however there are tools in the hands of managers in short run, too. Green marketing is one of them, which tries to harmonize environmental and individual interests. Those who want to keep up with development and with social expectations, too need to get to know green marketing and its opportunities in the 21st century deeper. 1 Introduction Environmental problems, responsibility of firms, health trend – how can these concepts be connected? Within the area of green marketing. Although environmental problems are obvious, taking responsibility in causing them is not so evident – this should be the first step in problem solving. On the other hand, health trend gives marketing managers a helping hand in the sort run in connecting green aims to personal motivations. However, according to my opinion, reaching valuable and long-lasting results needs a paradigm shift – but perceivable and inspiring results can also be achieved in the sort run – here we focus on them. The first part of the paper explains the necessity of change needed in marketing by summarizing the critiques of recent economic system – and the contribution of marketing to these problems. This part is followed by the detailed introduction of green marketing and its tools. 137
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2 Necessitiy of change Though industrial revolution made world production dynamically expanded, during these periods environmental protection received low emphasis; damaging the environment was rather a local than a global problem. However, world production enormously expanded in the second half of the 20th century; it has been sextupled since 1950 and recently more products and services have been produced during a couple of years than it had been during the past half a million year. From the 60s it became gradually evident that human intervention into the natural cycle to such extent has brought incalculable and irreversible consequences. (Szıllısi, 2005) Imminent problems of our epoch – inter alia – are decreasing biodiversity, energy crisis, air pollution, water and soil contamination, greenhouse effect, acid rains as well as waste problems. Certain part of the problems is of global type so in these cases isolated solutions cannot be successful.
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