Incorporation of a transparent marketing as a tool of Corporate Social Responsibility in horticultural companies of the Mexicali Valley, Baja California
Keywords:
Transparent marketing, Corporate Social Responsibility, sustainabilityAbstract
This investigation has the objective of constituting and proposing a transparent marketing as a tool of Corporate Social Responsibility for sustainability; this study from qualitative methods; makes known in its results; that for the implementation of a transparent marketing in the horticultural companies of the Mexicali Valley; it will depend on the behavior of the demand of the market segment called LOHAS (lifestyle of health and sustainable); of the values and attitudes in society and of the behavior of the profits in your company. One of the limitations in the investigation was the non- existence of the concept of transparent marketing; which, at the same time, becomes one of its main contributions that provide it with originality; When presenting a theoretical contribution of transparent marketing, one of the implications of this concept is that when implemented in a company, additional costs are incurred, which influences; and as a conclusion explains that producers do not find a stimulus for such implementation in their companies.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.