20.500.12556/DKUM-11196 KONCEPT TRŽNEGA KOMUNICIRANJA DRUŽBENO ODGOVORNIH PODJETIJ THE CONCEPT OF MARKETING COMMUNICATION OF SOCIALLY RESPONSIBLE COMPANIES Diplomska naloga predstavlja, da z naraščanjem ozaveščenosti javnosti in zaposlenih v podjetjih so podjetja vedno bolj začela prevzemati svojo odgovornost pri reševanju okoljskih problemov. Tako podjetja vključujejo okoljske zahteve v strategije poslovanja, kar je razvidno tudi iz vse večjega uveljavljanja sistemov ravnanja z okoljem in okoljskih poročil. Ugotavljajo da ni dovolj samo izpolnjevanje minimalnih zakonodajnih zahtev, ampak se vse več uveljavljajo novi pristopi izraženi v večji okoljski učinkovitosti, ki imajo cilj ustvarjanje večje vrednosti ob zmanjšanju učinkov na okolje. Podjetja sprejemajo okolje kot izziv, vlagajo v tehnološke posodobitve in varstvo okolja, razvijajo okolju prijazne izdelke, sodelujejo pa tudi pri izobraževalnih aktivnostih in ozaveščanju širše javnosti. Svoje vplive na okolje vrednotijo, spremljajo in jih tudi javno objavljajo s pomočjo orodij tržnega komuniciranja, ki so podrobneje predstavljena na konkretnem primeru podjetja Gorenje, d.d. My diploma presents that by increasing public awareness and employees in enterprises as companies increasingly began to assume its responsibility in solving environmental problems. Such companies include environmental requirements in business strategy, which is also evident from the increasing enforcement of environmental management systems and environmental reports. They recognize that it is not enough just to meet minimum regulatory requirements, but all the more exercise the new approaches reflected in enhanced environmental performance, which aim to create greater value on the reduction of environmental effects. Businesses accept the environment as a challenge to invest in technological modernization and environmental protection, develop environmentally friendly products, as well as participate in educational activities and raising the awareness of the general public. Its effects on the environment are valued, monitored by a public post through marketing communication tools, which are presented in detail in the specific case of a company Gorenje, dd družbena odgovornost podjetij družbeno odgovoren koncept trženja tržno komuniciranje družbeno odgovornih podjetij orodja tržnega komuniciranja. corporate responsibility socially responsible marketing socially responsible marketing communications firms marketing communications tools. true true false [P. Braček] Slovenski jezik Angleški jezik Diplomsko delo 2009-07-14 07:28:57 2010-02-02 10:37:45 2022-04-11 23:36:05 2022-04-17 03:34:55 2009 0 Vitomarci 0 0000-00-00 NiDoloceno NiDoloceno NiDoloceno 0000-00-00 0000-00-00 0000-00-00 339.138 10009116 URN:SI:UM:DK:UMRAK7CM VS_Bracek_Petra_2009.pdf VS_Bracek_Petra_2009.pdf 1 437379BDB6204826DBEA53E0040CE298 6af8e9eca25fe888d8cdd9c3907a08f9babf60be6a43f59db2b8d3d0fde13f58 0d9ff951-7c03-11eb-bb7a-00155d0001ca 20.500.12556/dkum/23a26896-d93b-4a19-9630-4daa64cf7455 https://dk.um.si/Dokument.php?lang=slv&id=9840 Ekonomsko-poslovna fakulteta 0 0 0