Resumen

VALLEJO VELEZ, Juan Camilo. Initiatives of environmental marketing and digital signage in the commercial fairs as contribution to the sustainable development. Pensam. gest. [online]. 2018, n.44, pp.155-189. ISSN 1657-6276.  https://doi.org/10.14482/pege.44.10162.

In every trade show, large amounts of advertising elements are usually used for two purposes: 1. To promote the occurrence of the event; 2. To get information from visitors that encourages eventual purchases. Usually, these elements end up being discarded without achieving their objective, and are made of polluting materials that create issues about the role of exhibitors and organizers regarding environmental responsibility. On the other hand, attendees, experiencedwith the technology, show a greater propensity to consume digital contents instead of printed ones. As an obvious trend, promoters should review and integrate digital signage and ISO 20121 actions by replacing the use of physical elements to generate effectiveness. This article is a review that proposes a responsible management of commercial events that, from the environmental standpoint, contributes to the Sustainable Development Goals.

Palabras clave : Merchandising; Digital Signage; Environmental Responsibility; ISO; Sustainability.

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