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M�xico D.F. : Plaza y Vald�s 2015. Soft cover. New/No Jacket. Este libro es un compendio de trabajos de investigaci�n realizados en M�xico que describen c�mo el concepto de mercadotecnia verde contribuye al desarrollo sustentable. Los contenidos del libro est�n organizados en dos partes directamente vinculadas con la empresa "verde" y el consumidor ecol�gico. Los cap�tulos en la primera parte del libro se enfocan en el an�lisis y promoci�n de pr�cticas "verdes" y el consumidor ecol�gico. Los cap�tulos en la primera parte del libro se enfocan en el an�lisis y promoci�n de pr�cticas "verdes" por parte de las empresas en tanto que los cap�tulos de la segunda parte abordan la problem�tica de c�mo desarrollar el tama�o del segmento de consumidores ecol�gicos. El libro est� dirigido a estudiantes profesores e investigadores del �rea de Mercadotecnia principalmente pero sus contenidos tambi�n resultan de utilidad a acad�micos y estudiantes de cualquier disciplina dentro de la Administraci�n as� como a las empresas interesadas en implementar el concepto de mercadotecnia "verde". El lenguaje del libro es t�cnico pero la descripci�n y an�lisis detallado del concepto que se presenta en el primer cap�tulo familiariza al lector con las nociones y t�rminos que se utilizan en el resto de los cap�tulos. Los autores que participaron en la elaboraci�n de este libro son investigadores con experiencia en el desarrollo y docencia en temas de mercadotecnia en general y en espec�fico en temas ambientales por lo cual el contenido del libro resulta ser un material de consulta ideal para todos aquellos acad�micos y profesionistas que desean comprender el alcance del concepto de mercadotecnia "verde" y tener casos pr�cticos de aplicaci�n para el ambiente mexicano. Plaza y Vald�s paperback
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