INTRODUCTION OF LG COMPANY

Jun 21st, 2015
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LG believes that technological innovation is the key to success in the marketplace. Founded in 1958, they led the way in bringing advanced digital products and applied technologies to their customers. With LG’s commitment to innovation and assertive global business policies they aim to become a worldwide leader in advanced digital technology.

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2.1 Review of the Literature2.1.1 Green MarketingOn a daily basis, we can routinely found much news about the global environmental issues appearing in the popular press, magazines, television news shows and other form of media. Global environmental problems such as dwindling natural resources, pollution, acid rain and global warming by now becomes a challenge to the human live. According to Dunlap (1991), media, legislator and also the society began to pay attention and concern about the environment due to the broad range of threats to environmental quality. According to Menon & Menon (1997), green marketing become a part of the overall corporate strategy (Prakash A., 2002). The term of Green Marketing appear often in the press and was using by the organization which goes green (Polonsky, 1994). However, public do not understand what it is and always link it to the selling or advertising the goods with environmental characteristics. Truly, green marketing has a broad range of concept, which can be applied to consumer goods and services. Polonsky (1994) state that, green or environmental marketing consists of all activities designed to generate and facilitate any exchanges intended to satisfy human needs or wants, such that the satisfaction of these needs and wants occurs, with minimal detrimental impact on the natural environment.All forms of media, these days, like: paper press, Television talk shows etc., is filled with news about the Global environmental issue

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