Non-financial reporting as a current challenge of marketing communication
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Na stiahnutie
Dátum
2025
Názov časopisu
ISSN časopisu
Názov zväzku
Vydavateľ
Univerzita sv. Cyrila a Metoda v Trnave
ISBN
978-80-572-0555-5
ISSN
2729-7527
Abstrakt
The increasing number of annual reports on sustainability in business is currently caused by the increasing control of the social and environmental behavior of companies by interested groups, but also by the growing tendency of legislative obligations in this area. For this reason, the reports in question become an important tool for building a positive corporate image and good relations with the public. The presented article analyzes annual reports declaring corporate social responsibility, taking into account the specifics of environmental, social and management criteria, and assesses current trends in non-financial reporting in the context of marketing communication. Communication through annual reports and the selection of information also entails the risk of “greenwashing”, which can negatively influence public opinion. For this reason, not only investors, but also other interested groups require high-quality and transparent disclosure of information not only about financial performance, but also about the social and environmental impact of business.
Popis
In: Marketing identity : the power(s) of communication : conference proceedings. 1. vyd. Trnava : Univerzita sv. Cyrila a Metoda v Trnave, 2025. ISBN 978-80-572-0555-5. ISSN 2729-7527. S. 241-254.
Kľúčové slová
výročné správy, annual reports, environmentálne kritériá, environmental criteria, marketingová komunikácia, communication in marketing, marketing communication, nefinančné výkazníctvo, nefinančný reporting, non-financial reporting, public relations, styk s verejnosťou, komunikácia s verejnosťou, sociálne kritériá, social criteria
Výstup z projektu
APVV-21-0363 Obmedzenia a limity metód merania výkonnosti v miestnej samospráve - problém heterogenity poskytovania služieb
KEGA 033SPU-4/2022 Funkčné, inovačné a digitálne vzdelávanie predmetu Marketing cestovného ruchu
VEGA 1/0479/23 Výskum cirkulárneho spotrebiteľského správania v kontexte STP marketingového modelu
Citácia
DOI
Práva a licenčné podmienky
CC BY-NC-ND Creative Commons Attribution-NonCommercial-NoDerivatives 4.0. International
info:eu-repo/semantics/openAccess
info:eu-repo/semantics/openAccess