Ecological Marketing as a Competitive Edge of a Foreign Trade Company

Authors

  • Marina Vladimirovna Zintsova Russian Foreign Trade Academy
  • Polina Vyacheslavovna Zyulina Russian Foreign Trade Academy

DOI:

https://doi.org/10.24412.2072-8042-2021-8-47-61

Keywords:

ecology, ecologization, green economy, green marketing, environmental marketing, the concept of sustainable development, modern marketing trends

Abstract

Eco-marketing includes both “greening” products and firms. Companies striving to become truly green should rethink their approach to 4Ps (product, price, location and promotion). Before entering foreign markets, a company should consider greening as a competitive advantage. The article examines to what extent companies are ready to actively participate in this process. For this, the authors conducted a survey among foreign trade organizations.

Author Biographies

Marina Vladimirovna Zintsova, Russian Foreign Trade Academy

Candidate of Economic Sciences, Associate Professor
Place of work, post: Russian Foreign Trade Academy (6A Vorobiyovskoye Shosse, 119285, Moscow), Department of management and marketing – Associate Professor

Polina Vyacheslavovna Zyulina, Russian Foreign Trade Academy

Place of work, post: Russian Foreign Trade Academy (6A Vorobiyovskoye Shosse, 119285 Moscow) - Master, International Business

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Published

2024-01-28

How to Cite

Zintsova, M. V., & Zyulina, P. V. (2024). Ecological Marketing as a Competitive Edge of a Foreign Trade Company. Russian Foreign Economic Journal, (8), 47–61. https://doi.org/10.24412.2072-8042-2021-8-47-61

Issue

No. 8 (2021)

Section

Foreign trade activity

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