{"id":6083,"date":"2024-04-03T14:06:02","date_gmt":"2024-04-03T14:06:02","guid":{"rendered":"https:\/\/twosides.info\/jak-komunikovat-v-ramci-ekologickeho-marketingu-zamereneho-na-vztahy-se-zakazniky\/"},"modified":"2024-04-03T14:06:02","modified_gmt":"2024-04-03T14:06:02","slug":"jak-komunikovat-v-ramci-ekologickeho-marketingu-zamereneho-na-vztahy-se-zakazniky","status":"publish","type":"post","link":"https:\/\/twosides.info\/cs\/jak-komunikovat-v-ramci-ekologickeho-marketingu-zamereneho-na-vztahy-se-zakazniky\/","title":{"rendered":"Jak komunikovat v r\u00e1mci ekologick\u00e9ho marketingu zam\u011b\u0159en\u00e9ho na vztahy se z\u00e1kazn\u00edky"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><strong>V dne\u0161n\u00edm sv\u011bt\u011b je udr\u017eitelnost \u017eivotn\u00edho prost\u0159ed\u00ed z\u00e1sadn\u00ed ot\u00e1zkou; podniky mus\u00ed p\u0159izp\u016fsobit sv\u00e9 marketingov\u00e9 strategie tak, aby odr\u00e1\u017eely jejich ekologick\u00e9 hodnoty. <\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">C\u00edlem tohoto p\u0159\u00edsp\u011bvku je nab\u00eddnout podnik\u016fm, kter\u00e9 se sna\u017e\u00ed budovat smyslupln\u00e9 a udr\u017eiteln\u00e9 vztahy se sv\u00fdmi z\u00e1kazn\u00edky a z\u00e1rove\u0148 minimalizovat sv\u016fj dopad na \u017eivotn\u00ed prost\u0159ed\u00ed, nov\u00e9 poznatky, strategie a tipy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Co je to Green CRM?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Pojem \u201ezelen\u00fd marketing zam\u011b\u0159en\u00fd na vztahy se z\u00e1kazn\u00edky\u201c ozna\u010duje praxi budov\u00e1n\u00ed a udr\u017eov\u00e1n\u00ed dlouhodob\u00fdch vztah\u016f se z\u00e1kazn\u00edky prost\u0159ednictv\u00edm strategi\u00ed \u0161etrn\u00fdch k \u017eivotn\u00edmu prost\u0159ed\u00ed. Pom\u00e1h\u00e1 podnik\u016fm sladit sv\u00e9 hodnoty s hodnotami ekologicky uv\u011bdom\u011bl\u00fdch spot\u0159ebitel\u016f a posiluje d\u016fv\u011bru a loajalitu d\u00edky jejich z\u00e1vazku k environment\u00e1ln\u00ed a soci\u00e1ln\u00ed odpov\u011bdnosti.[1]<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak\u00e9 metody ekologick\u00e9 komunikace lze vyu\u017e\u00edt?<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u201eZelen\u00e1 komunikace\u201c je zp\u016fsob, jak\u00fdm lze zprost\u0159edkovat my\u0161lenku udr\u017eitelnosti tak, aby vyvol\u00e1vala porozum\u011bn\u00ed a d\u00e1vala smysl. A to zp\u016fsobem, kter\u00fd je prosp\u011b\u0161n\u00fd jak pro podnik, tak pro jeho okol\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mezi p\u0159\u00edklady metod ekologick\u00e9 komunikace pat\u0159\u00ed[2]:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li>Digit\u00e1ln\u00ed komunikace. Vyu\u017eit\u00edm e-mailov\u00e9ho marketingu, soci\u00e1ln\u00edch s\u00edt\u00ed a dal\u0161\u00edch online platforem pro reklamu a zapojen\u00ed z\u00e1kazn\u00edk\u016f.<\/li>\n\n\n<li>Dal\u0161\u00ed mo\u017enost\u00ed je po\u0159\u00e1dat virtu\u00e1ln\u00ed akce nebo webin\u00e1\u0159e nam\u00edsto osobn\u00edch setk\u00e1n\u00ed, co\u017e by p\u0159isp\u011blo ke sn\u00ed\u017een\u00ed emis\u00ed z cestov\u00e1n\u00ed a z\u00e1rove\u0148 by se t\u00edm odstranila pot\u0159eba ti\u0161t\u011bn\u00fdch materi\u00e1l\u016f.<\/li>\n\n\n<li>Ekologick\u00e9 obaly s informacemi o udr\u017eiteln\u00fdch postupech mohou pomoci z\u00e1kazn\u00edk\u016fm l\u00e9pe pochopit, jak d\u016fle\u017eit\u00e1 je odpov\u011bdnost v\u016f\u010di \u017eivotn\u00edmu prost\u0159ed\u00ed.<\/li>\n\n\n<li>Tyto tiskoviny jsou vyrobeny z pap\u00edru s certifik\u00e1tem FSC, kter\u00fd poch\u00e1z\u00ed z d\u0159evn\u00edch vl\u00e1ken z\u00edskan\u00fdch zodpov\u011bdn\u00fdm zp\u016fsobem, co\u017e znamen\u00e1, \u017ee jsou vyr\u00e1b\u011bny udr\u017eiteln\u00fdm zp\u016fsobem.<\/li>\n\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Podniky mohou tak\u00e9 vn\u00edmat \u201ezelen\u00e9 sd\u011blen\u00ed\u201c jako dal\u0161\u00ed zp\u016fsob ekologick\u00e9 komunikace. Je v\u0161ak d\u016fle\u017eit\u00e9 m\u00edt se na pozoru p\u0159ed firmami, kter\u00e9 se mohou fale\u0161n\u011b prezentovat jako udr\u017eiteln\u00e9 a klamav\u011b vyu\u017e\u00edvat \u201ezelen\u00fd marketing\u201c k p\u0159esv\u011bd\u010dov\u00e1n\u00ed ve\u0159ejnosti, \u017ee jejich produkty a\/nebo slu\u017eby jsou \u0161etrn\u00e9 k \u017eivotn\u00edmu prost\u0159ed\u00ed; tomuto jevu se \u0159\u00edk\u00e1 \u201egreenwashing\u201c. Je z\u00e1sadn\u00ed se greenwashingu vyvarovat t\u00edm, \u017ee se zdr\u017e\u00edte zav\u00e1d\u011bj\u00edc\u00edch nebo nepravdiv\u00fdch tvrzen\u00ed ohledn\u011b iniciativ va\u0161\u00ed firmy v oblasti udr\u017eitelnosti.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">V\u00fdznam transparentnosti<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">V oblasti komunikace zam\u011b\u0159en\u00e9 na ekologii je nezbytn\u00e1 transparentnost. Je z\u00e1sadn\u00ed pro budov\u00e1n\u00ed d\u016fv\u011bry a kredibility u spot\u0159ebitel\u016f. Transparentnost umo\u017e\u0148uje spot\u0159ebitel\u016fm \u010dinit informovan\u011bj\u0161\u00ed rozhodnut\u00ed ohledn\u011b ekologick\u00fdch produkt\u016f a postup\u016f a z\u00e1rove\u0148 pom\u00e1h\u00e1 podnik\u016fm budovat loajalitu ke zna\u010dce a posilovat jejich reputaci. Mezi strategie budov\u00e1n\u00ed d\u016fv\u011bry prost\u0159ednictv\u00edm transparentn\u00ed komunikace pat\u0159\u00ed otev\u0159en\u00e9 sd\u00edlen\u00ed informac\u00ed o p\u016fvodu surovin, v\u00fdrobn\u00edm procesu a environment\u00e1ln\u00edch posouzen\u00edch.[3]<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Jak m\u011b\u0159it dopad a m\u00edt p\u0159ehled o aktu\u00e1ln\u00edm d\u011bn\u00ed<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">K m\u011b\u0159en\u00ed \u00fa\u010dinnosti zelen\u00e9ho marketingu lze pou\u017e\u00edt n\u00e1sleduj\u00edc\u00ed ukazatele:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li>Zm\u011bny v ch\u00e1p\u00e1n\u00ed a postoj\u00edch spot\u0159ebitel\u016f k udr\u017eitelnosti<\/li>\n\n\n<li>\u00darove\u0148 zapojen\u00ed z\u00e1kazn\u00edk\u016f<\/li>\n\n\n<li>Sn\u00ed\u017een\u00ed dopadu va\u0161\u00ed firmy na \u017eivotn\u00ed prost\u0159ed\u00ed<\/li>\n\n\n<li>Zlep\u0161en\u00ed v oblasti tr\u017eeb a\/nebo tr\u017en\u00edho pod\u00edlu<\/li>\n\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Je rovn\u011b\u017e z\u00e1sadn\u00ed dr\u017eet krok s nejnov\u011bj\u0161\u00edmi trendy v oblasti ekologick\u00e9ho marketingu; to v\u00e1m pom\u016f\u017ee udr\u017eet si konkurenceschopnost a pru\u017en\u011b reagovat na neust\u00e1le se m\u011bn\u00edc\u00ed preference spot\u0159ebitel\u016f a spole\u010densk\u00e1 o\u010dek\u00e1v\u00e1n\u00ed v t\u00e9to oblasti, a z\u00e1rove\u0148 jako podnik podporovat nejmodern\u011bj\u0161\u00ed udr\u017eiteln\u00e9 postupy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Literatura<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">1. <a href=\"https:\/\/www.mdpi.com\/2071-1050\/15\/21\/15630\" target=\"_blank\" rel=\"noopener\">Udr\u017eitelnost | Pln\u00fd text zdarma | Anal\u00fdza koncep\u010dn\u00edch r\u00e1mc\u016f zelen\u00e9ho marketingu (mdpi.com)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. <a href=\"https:\/\/vadviam.com\/insights\/the-art-of-green-communication\/\" target=\"_blank\" rel=\"noopener\">Um\u011bn\u00ed ekologick\u00e9 komunikace (vadviam.com)<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3. <a href=\"https:\/\/fastercapital.com\/content\/The-Role-of-Transparency-in-Corporate-Social-Responsibility.html\" target=\"_blank\" rel=\"noopener\">\u00daloha transparentnosti v oblasti spole\u010densk\u00e9 odpov\u011bdnosti podnik\u016f \u2013 FasterCapital<\/a><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><em><strong>Autor: Rachel Prior, Join the Dots<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>V dne\u0161n\u00edm sv\u011bt\u011b je udr\u017eitelnost \u017eivotn\u00edho prost\u0159ed\u00ed z\u00e1sadn\u00ed ot\u00e1zkou; podniky mus\u00ed p\u0159izp\u016fsobit sv\u00e9 marketingov\u00e9 strategie tak, aby odr\u00e1\u017eely jejich ekologick\u00e9 hodnoty. C\u00edlem tohoto p\u0159\u00edsp\u011bvku je nab\u00eddnout podnik\u016fm, kter\u00e9 se sna\u017e\u00ed budovat smyslupln\u00e9 a udr\u017eiteln\u00e9 vztahy se sv\u00fdmi z\u00e1kazn\u00edky a z\u00e1rove\u0148 minimalizovat sv\u016fj dopad na \u017eivotn\u00ed prost\u0159ed\u00ed, nov\u00e9 poznatky, strategie a tipy. Co je to Green [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":2601,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-6083","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Jak komunikovat v r\u00e1mci ekologick\u00e9ho marketingu zam\u011b\u0159en\u00e9ho na vztahy se z\u00e1kazn\u00edky - Two Sides<\/title>\n<meta name=\"description\" content=\"V dne\u0161n\u00edm sv\u011bt\u011b je udr\u017eitelnost \u017eivotn\u00edho prost\u0159ed\u00ed z\u00e1sadn\u00ed ot\u00e1zkou; podniky mus\u00ed p\u0159izp\u016fsobit sv\u00e9 marketingov\u00e9 strategie tak, aby odr\u00e1\u017eely jejich...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/twosides.info\/cs\/jak-komunikovat-v-ramci-ekologickeho-marketingu-zamereneho-na-vztahy-se-zakazniky\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Jak komunikovat v r\u00e1mci ekologick\u00e9ho marketingu zam\u011b\u0159en\u00e9ho na vztahy se z\u00e1kazn\u00edky - Two Sides\" \/>\n<meta property=\"og:description\" content=\"V dne\u0161n\u00edm sv\u011bt\u011b je udr\u017eitelnost \u017eivotn\u00edho prost\u0159ed\u00ed z\u00e1sadn\u00ed ot\u00e1zkou; 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