Resumen

NOVILLO DIAZ, Lenin Alexander; PEREZ ESPINOZA, María José  y  CARLOS MUNOZ, Juan. Green marketing, trend or fashion?. Universidad y Sociedad [online]. 2018, vol.10, n.2, pp. 100-105.  Epub 03-Feb-2018. ISSN 2218-3620.

Marketing, periodically presents new indications of evolution, in relation to its own nature, which is closely related to business and sales, but it is the customers themselves who are targeted these various products, which then require articles or services that are friendly to the environment. It is from this premise that the Green Marketing is analyzed until its recognition as a trend or fashion. Making use of the bibliographical revision, to be able to establish inferences that manage to present evidences of recognition, which in turn allow determining in a clear and concise way, so that Green Marketing can serve within a micro, small or medium company. The reader at the end of this article will be able to establish an own concept of what Green Marketing is at the same time that will understand the application of this new stream that invites any type of business to be socially responsible with eco-friendly production.

Palabras clave : Marketing; environment; microenterprise.

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