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To browse Academia. The aim of the monograph is to provide a detailed overview of the possibilities of using marketing and the media in the communication of eco-innovations, eco-products and healthy lifestyles. The authors combine theoretical knowledge, used for a closer explanation of the researched issues, with practical examples of the use and application of selected tools in practice. The also monograph presents the results of a four-year survey by the authors in the field of eco-innovation, healthy lifestyles, consumerbehaviour, marketing communication and the media.
It contains an overview of the current views and knowledge in this area, the results of analysis focused on the opportunities to use marketing and marketing communication in promoting eco-innovation, as well as the results of our own empirical research focused on the use of eco-innovation marketing communication tools in businesses and consumer perception in the presentation of eco-products.
Research background: Thanks to globalization, a number of new possibilities and available technological solutions have emerged, thus modernizing marketing communication activities and bringing a broad spectrum of business opportunities to the single European market which enterprises may use to their benefits. Changes are much more frequent than ever before.
Therefore, it is important to search for innovative solutions which contribute to more effective fulfillment of goals, generate positive changes or increase value for customers and as a matter of fact, enhance innovative performance and business competitiveness. Purpose of the article: The paper deals with the presentation of eco-innovations in the business environment using creative tools of online marketing communication.