Commenced in January 2007
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1 Implementation of Modern Information Technologies in B2C Marketing Activity and the Implementation of Pro-Environmental Goals of Enterprises

Authors: Małgorzata Łęgowik-Małolepsza


The articlediscusses the problem related to the use of modern informationtechnologies to achieve pro-environmental marketing goals in B2C relationships. The topicisimportant and topicaldue to the strongsocialneed to implement the concept of sustainable development. The aim of the articleis to understand and evaluate the possibilities of implementing modern informationtechnologies, such as CRM platforms, in the area of implementing marketing activities of companiesoperating in the Business to Customer model. In B2C relations, marketing departmentsstruggle with problemsresulting from the need for quickcustomersegmentation and the fragmentation of data existing in manysystems, whichsignificantlyhinders the achievement of the assumed marketing goals.Therefore, the articleproposes the use of modern informationtechnologysolutions in the area of marketing activities of enterprises, takingintoaccounttheir pro-environmentalgoals. The most importantresults of the researchcarried out includean in-depthunderstanding of the possibilities of implementing modern informationtechnologies to achieve marketing goals in B2C relationships. Moreover, a betterunderstanding of the coexistence of opportunities and threatsrelated to the implementation of marketing activities, takingintoaccount pro-environmentalgoals, and modern technologies, allows for moreeffectiveimplementation of sustainable development management in enterprises. The methodsused to achieve the goalare: literaturestudies, descriptiveanalysis, and casestudy. The studycontributes to the discussion on the scope of application of modern informationtechnologies in the area of B2C marketing activity takingintoaccount the implementation of pro-environmentalgoals of enterprises.

Keywords: business to customer model, pro-environmental activities, information technologies, marketing management

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