marketing verde 2
DESCRIPTION
Marketing Verde e Responsabilidade Social.TRANSCRIPT
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Insustentável!João Pinto e Castro2008
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“The social responsibility of thefirm is to maximize its profits.”
Milton Friedmann
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E se a coisa piorar muito?
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Mudar de vida?
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Falar mais dos problemas?
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FácilRentávelGrátisRápido
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Abordagem cínica roça o mau gosto
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Evidente oportunismo publicitário
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Compre verde!Salve o planeta e poupe 20%
Outra alternativa...
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Eu sou mais verde do que tu!
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“A internet está cheia de debates acercada sustentabilidade ambiental, mas 25 % deles criticam o cinismo das acções de marketing das grandes empresas. Este é um sério aviso às marcas que apostamem campanhas de marketing verde.”
Estudo da Nielsen, 2008
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“The social responsibility of thefirm is to maximize its profits.”
Milton Friedmann
Terá afinal Friedman razão?O que é, de facto, a responsabilidade social?
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Com tanta desgraça que há no mundo, que princípios e critérios devem nortear as acções de responsabilidade social?
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Fazer é melhor que falar
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Incorporar a preocupação nos produtos
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Multiplicar pequenas iniciativas e comunicá-las
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Mobilizar o grande público
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Responsabilidadeambiental
Reactiva
Estratégica
Bom comportamento
Mitigar consequências
Tomar a iniciativa
Apoiar iniciativas alheias
Escolha uma atitude empresarial
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Obrigado
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