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Strategie zrównoważonego marketingu i wizerunek przedsiębiorstw w Mwene-Ditu

Strategie zrównoważonego marketingu i wizerunek przedsiębiorstw w Mwene-Ditu

Adolphine Mbala

91,80 €
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Editorial:
KS OmniScriptum Publishing
Año de edición:
2025
Materia
Empresa y gestión
ISBN:
9786209118081
91,80 €
IVA incluido
Disponible

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Sobre IBD

Niniejsza rozprawa doktorska analizuje wpływ zrównoważonych strategii marketingowych na wizerunek marki lokalnych firm w Mwene-Ditu w Demokratycznej Republice Konga. Poprzez ankietę przeprowadzoną wśród 96 firm, badanie ujawnia, że przyjęcie zrównoważonego marketingu jest nadal marginalne, utrudnione przez brak umiejętności, wsparcia instytucjonalnego i komunikacji. Wyniki pokazują jednak, że dobrze zorganizowane i autentyczne podejście może wzmocnić lojalność klientów i poprawić postrzeganie marki. Autor proponuje ramy koncepcyjne integrujące wymiar środowiskowy, społeczny i ekonomiczny oraz przedstawia konkretne zalecenia dla firm i władz lokalnych.

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