The implementation of responsible marketing intiatives within tobacco industry

završni rad

• Autor: Luka Herceg
• Mentor: Andrea Razum (mentor)
• Ustanova koja je dodijelila akademski / stručni stupanj: Sveučilište u Zagrebu; Ekonomski fakultet; (Katedra za marketing); Zagreb
• Datum i država obrane: 2015-06-30, Hrvatska
• Znanstveno / umjetničko područje, polje i grana: DRUŠTVENE ZNANOSTI; Ekonomija; Marketing

Sažetak

Tobacco companies fiercely rejected any type of scientific study that found a link between
smoking and lung cancer and was conducted by independent scientists. Tobacco companies
decided to present their own scientific studies and instil doubt on any other type of study that
was not aligning with the goals of the industry and that would pose a threat on industry's
profits. In addition, many different lawyers were hired, as well as scientists and government
officials, whose major duties were to act on behalf of tobacco companies in order to supress
any kind of information that would prove detrimental to the existence of tobacco industry.
These types of actions were characterized as 'defensive' actions. Over time, however, tobacco
companies understood that they have to 'come clean' with the public regarding the hazardous
effects of smoking on people's health, so they started pursuing so called 'offensive' actions.
Through these offensive actions, tobacco companies wanted to improve their already eroded
corporate images as well as build reputation, while in the same time acting socially
responsible. Unfortunately, many of these offensive actions were not truly socially
responsible, due to the fact that they acted only as means to cover bad practices from the past
and enable doing 'business as usual'.

• Ključne riječi: odgovorni marketing; duhanska indistrija; korporativna društvena odgovornost; corporate social responsibility; CSR
• Jezik: engleski
• URN:NBN: urn:nbn:hr:148:877452
• Studijski program: Naziv: Poslovna ekonomija na engleskom jeziku; Vrsta studija: sveučilišni; Stupanj studija: preddiplomski; Akademski / stručni naziv: sveučilišni/a prvostupnik/ prvostupnica(baccalaureus/ baccalaurea) ekonomije (univ. bacc. oec.)
• Vrsta resursa: Tekst
• Način izrade datoteke: Izvorno digitalna
• Prava pristupa: Pristup korisnicima matične ustanove
• Datum i vrijeme pohrane: 2016-03-03 09:05:50