With the arrival of the 21st century, and the complexity of the environmental deterioration observed on the planet as a result of different negative factors that link organizations as entities that ensure industrial activities for the production of resources used by man, it has been seen with great concern how the approach to the conservation of the environment ecologically has gone from being perceived by different agents linked to the industrial environment.
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From this point of view, organizations need to achieve the planned objectives, therefore, it is essential that the environmental surroundings where the work is consumed enjoy actions based on environmental marketing in order to offer corporate sustainability. That is why some Latin American countries show a great interest in channeling their business management accompanied by environmental marketing strategies or models so that the goals and objectives are achieved without generating negative impacts on the environment.
Based on what has been described, environmental marketing, according to Parraga, W and Orozco, M. (2017), point out environmental marketing is a planned strategic business process that seeks to apply strategies that allow the use of tools in the organization for social welfare projecting the satisfaction of consumer needs. Indeed, this type of marketing allows the organization of labor actions linked to communication and information where the message of undertaking the performance of functions without affecting the environment is captured by people.
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Accordingly, business management becomes a competitive performance through the use of environmental marketing, because the administrative environment where the procedures of planning, organizing, directing and controlling are developed, is assumed subject to a sustainable and beneficial position for all. For these reasons, in the monitoring and control process it is necessary that environmental marketing be evaluated taking into consideration this discipline as a contingency element for environmental legislation in the business environment.
At present there are many companies that are linked to environmental activity or recovery of ecological spaces that do not report their activities and this affects the image of the company, which is why environmental marketing is essential because in this way can be oriented on the activities that the company is doing and what positive impact this will bring to the collective. The lack of knowledge of these marketing strategies on the part of the managers or personnel that work in these companies causes serious errors of information and environmental impact.
- Parraga, W and Orozco, M. (2017). Business Management for the use of Agroproductive spaces.
