Como o marketing verde interfere na imagem da marca da indústria de celulose: o estudo de caso da aracruz celulose

The purpose of this work, is to analyze the principles underlying the pulp and paper industry, here portrayed by Aracruz Celulose S A, in the marketing standpoint, as far as it concerns being in harmony with nature and adapting its relations with the stakeholders, notably regarding the community of the State of Espírito Santo. As they form, indeed, part of the same discussion, the goal is to proceed with a detailed examination of the major aspects and conditions involved, based in its corporate communications, leading to the construction of a positive corporate brand. The results found throughout this study show that despite Aracruz and the communities¿ different goals, they converge regarding their interests towards the best practices in social and environmental practices, and a more objective communication. Industry and community can work together for a same benefit: the best relations of man towards Nature, and of man towards man. The examples here stated will endorse our perception as well as serve to evaluate the results of the measures adopted in this relationship. It could be verified how internal and external aspects of the organization influence the company¿s reputation, leading to important changes in attitude and in the production process. Pressures from stakeholders have contributed largely in helping Aracruz become more conscious of the important role it plays in the social-environmental universe of the State of Espírito Santo. The assessment of leading the process of communications within in-depth transparency have signaled that, despite a closer approach with its stakeholders, Aracruz still needs to fulfill an existing gap: an excellent rapport between the company and the communities where it influences still needs to be pursued, especially regarding communicating its activities.

Fotografia e marketing: uma análise dos atrativos turísticos da cidade de João Pessoa-PB

Photography is a resourse of the most used and effective marketing, besides being an polysemic art, boundless sense; this allows for different readings. Nevertheless, there are those who, through the control and supervision, try to organize its meaning, such as the marketing companies. Others, such as artists, are the responsibility of the observers to give their work some understanding. Resorting a photographic iconography of the tourist attractions of the city of João Pessoa in Brazil from 2005 to 2010. This survey selected images published in catalogs supported by the Fundo de Incentivo a Cultura (FIC) and the Empresa Paraibana de Turismo (PBTUR). The central idea of this qualitative research is the assumption that, in general, tourists crave, even unconsciously, a reality of a tourist attraction motivated by photographic image conveyed the travel market, meanwhile, emphasizes that the art market, the same attraction is exposed and uncovered. Thus it is argued, by photos, such as environmental and sociocultural characteristics are commodified by these organs that have different purposes is not exclusive, given that the FIC supports art and PBTUR sponsors the tourism. Beyond the iconography used for cataloging and photographic analysis, interviews were conducted by the method of visual narratives in ordes to approximate the data with the view of tourists and photographers. In that resulted in a refletion on the current imagistic process involving the release of the tourist destinations in order to be allowed on a critical reading of photographic production and market resources to marketing and promoting the art of the city. It was observed that both the art and photography marketing acquire different symbolic values with respect to their markets promoted by the catalogs analyzed.

Environmental Innovation: in search of a meaning

The purpose of this paper is to propose a definition of the term “green/environmental innovation”, based on a systematic literature review. Design/methodology/approach– The literature review conducted in this research was based on papers published in ISI Web of Science and Scopus databases. Findings– Environmental innovations are organizational implementations and changes focusing on the environment, with implications for companies’ products, manufacturing processes and marketing, with different degrees of novelty. They can be merely incremental improvements that intensify the performance of something that already exists, or radical ones that promote something completely unprecedented, where the main objective is to reduce the company's environmental impacts. In addition, environmental innovation has a bilateral relationship with the level of proactive environmental management adopted by companies. Increasing of environmental innovation tends to come up against many barriers.

Marketing and compromising for sustainability : Competing orders of worth in the North Atlantic

Funding The author(s) disclosed receipt of the following financial support for the research, authorship, and/ or publication of this article: The research upon which this article reports was funded by the Leverhulme Trust, grant F/00 273/N.

Assessing the environmental consumer market.

Mode of access: Internet.

Mexico, environmental technologies export market plan /

"October 1994."

Turkey : environmental technologies export market plan /

"July 1996."

Chile and Argentina : environmental technologies export market plan /

Mode of access: Internet.

The environmental technologies exports initiative.

Mode of access: Internet.

Brazil environmental technologies export market plan /

"June 1996."

Creating demand for better health by using social marketing techniques

The most significant environmental change to support people who want to give up smoking is the legislation to ban smoking in public places. Following Scotland in March 2006, and Wales and Northern Ireland in April 2007, England moves one step closer to being smoke free on 1 July 2007, when it becomes illegal to smoke in almost every enclosed public place and workplace. Social marketing will be used to support this health promoting policy and will become more prominent in the design of health promotion campaigns of the future. Social marketing is not a new approach to promoting health but its adoption by the Government does represent a paradigm shift in the challenge to change public opinion and social norms. As a result some behaviours, like smoking or excessive alcohol consumption, will no longer be socially acceptable. The Department of Health has decided that social marketing should be used in England to guide all future health promotion efforts directed at achieving behavioural goals. This paradigm shift was announced in Chapter 2 of the “Choosing health” White Paper with its emphasis on the consumer, noting that a wide range of lifestyle choices are marketed to people, although health as a commodity itself has not been marketed. The DoH has an internal social marketing development unit to integrate social marketing principles into its work and ensure that providers deliver. The National Centre for Social Marketing has funding to provide ongoing support, to build capacity and capability in the workforce. This article describes the distinguishing features of the social marketing approach. It seeks to answer some questions. Is this really a new idea, a paradigm shift, or simply a change in terminology? What do the marketing principles offer that is new, or are they merely familiar ideas repackaged in marketing jargon? Will these principles be more effective than current health promotion practice and, if so, how does it work? Finally, what are the implications for community pharmacy?

Differences in market-oriented behaviour levels across firms' domestic and export marketing operations:a study of antecedents and consequences

Researchers are beginning to recognise that organisations often have different levels of market orientation across different aspects of their operations. Focusing on firms involved in export marketing, this study examines how market-oriented behaviour differs across firms' domestic and export marketing operations. In this respect, the study is the first of its kind since it investigates three main issues: (1) to what extent do differences exist in firms' levels of market-oriented behaviour in their domestic markets (i.e., their domestic market-oriented behaviour) and in their export markets (i.e., their export market-oriented behaviour), (2) what are the key drivers of such differences, and (3) what are the performance implications for firms of having different levels of domestic and export market-oriented behaviour. To shed light on these research questions, data were collected from 225 British exporting firms using a mail questionnaire. Structural equation modelling techniques were used to develop and purify measures of all construct of interest, and to test the theoretical models developed. The results indicate that many of businesses sampled have very different levels of market orientation in their domestic and exporting operations: typically, firms tend to be more market-oriented in their domestic markets relative to their export markets. Several key factors were identified as drivers of differences in market orientation levels across firms' domestic and export markets. In particular, it was found that differences were more pronounced when: (i) interfunctional interactions between domestic marketing and export marketing are rare, (ii) when domestic and export marketing follow asymmetric business strategies, (iii) when mutual dependence between the functions is low, (iv) when one or other of the functions dominates the firm's sales, and (v) when there are pronounced differences in the degree to which the domestic and the export markets are experiencing environmental turbulence. The consequences of differences in market-oriented behaviour across firms' domestic and export markets were also studied. The results indicate that overall sales performance of firms (as determined by the composite of firms' domestic sales and export sales performance) is positively related to levels of domestic market-oriented behaviour under high levels of environmental turbulence in firms' domestic markets. However, as domestic market turbulence decreases, so to does the strength of this positive relationship. On the other hand, export market-oriented behaviour provides a positive contribution to firms' overall sales success under conditions of relatively low export market turbulence. As the turbulence in export markets increases, this positive relationship becomes weaker. These findings indicate that there are numerous situations in which it is sub-optimal for firms to have identical levels of market-oriented behaviour in their domestic and exporting operations. The theoretical and practical implications of these findings are discussed.

Marketing strategy and competitive positioning

Marketing Strategy and Competitive Positioning 5e deals with the process of developing and implementing a marketing strategy. The book focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage. The book is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation – the identification of target markets and the creation of a differential advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns.

Consumers' biased perceptions of the environmental impact of products:influence on advertising efficiency

This paper investigates the main perceptual biases developed by consumers regarding the environmental impact of products. It shows that these biases make consumers unable to distinguish between advertisements for highly versus less sustainable products, but that the inclusion of relevant information can increase the efficiency of arguments for true sustainability.