El marketing ecológico y su integración en la planificación estratégica
| Date | 01 May 2012 |
| Author |
TELOS. Revista de Estudios Interdisciplinarios en Ciencias Sociales
UNIVERSIDAD Rafael Belloso Chacín
ISSN 1317-0570 ~ Depósito legal pp: 199702ZU31
Vol. 14 (2): 223 - 231, 2012
El marketing ecológico y su integración
en la planificación estratégica
Green Marketing and its Integration
in Strategic Planning
Yoleida Hernández* y Danny López**
Resumen
El presente trabajo tuvo como objetivo describir la integración del marke-
ting ecológico en la planificación, con el fin establecer los aspectos que integra di-
cha tendencia y los beneficios que le aporta a las organizaciones, dentro del con-
texto ambiental. La investigación es de tipo descriptivo-documental, basada prin-
cipalmente en los aportes realizados por autores como: Chamorro (2001), David
(2003), Kaplan y Norton (2000), López (2007), Lorenzo (2002) y Machín
(2003). La revisión realizada permitió concluir, que el marketing ecológico como
mecanismo necesario en la planificación estratégica de toda organización, acorde
con las exigencias ambientales de los clientes y la sociedad en general, debido a
que determina los objetivos ambientales: los elementos presentes en el proceso,
su integración con la visión estratégica y las estrategias para alcanzarlos, lo cual le
permite a la organización direccionarse hacia una economía verde.
Palabras clave: Marketing ecológico, planificación estratégica.
223
Recibido: Diciembre 2011 ·Aceptado: Junio 2012
*Ing. Forestal. MSc. en Gerencia de Empresas y en Ecología Aplicada. Candidata a
Doctora en Ciencias Gerenciales. Ministerio de Poder Popular para el Ambiente.
Maracaibo, Venezuela. Correo electrónico: yollena@email.com
** Ing. en Minas. MSc. en Gerencia Empresarial. Candidato a Doctor en Ciencias Ge-
renciales. Universidad de La Guajira. Maicao, Colombia. Correo electrónico: eltur-
colopez@hotmail.com
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