Abstract

ESCOBAR MORENO, NELCY ROCÍO. INTEGRATED MARKETING COMMUNICATIONS (IMC) AS AN IMPORTANT ISSUE IN GREEN MARKETING STRATEGY AND ITS IMPLICATIONS ON ENVIRONMENTAL MANAGEMENT. Rev.fac.cienc.econ. [online]. 2012, vol.20, n.2, pp.69-79. ISSN 0121-6805.

This document presents the structure of Integrated Marketing Communications, since its definition up to its application from green marketing approach in organizational strategy. The paper presents three major discussions, first, a particular reflection on contributions and most important implications of Integrated Marketing Communications and each one of its instruments to corporation's environmental management strategy. Then, it presents a general characterization of green consumer and other corporation's stakeholders, particularly, on its role during green communication strategic process. Finally, as a conclusion of this paper, there are some considerations on the necessary implementation of this concept in the current proposal of organizational environmental management.

Keywords : Integrated marketing communications; Green communication; Green marketing; Green consumer; Environmental management.

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