التسويق الأخضر : منبع من منابع الإبداع و الابتكار في المؤسسة

الملخص EN

currently all the countries of the world as well as the great companies pay a lot of attention to creativity and innovation.

On one hand, the countries allocate huge financial and human resources to the objective of creativity and innovation and encourage so much their innovators.

On the other hand, the economic companies consider the objective of creativity and innovation as one of the major factors of success especially with the characteristics of the markets where many competitors nearly supply the same products to the same consumers.

So, this environment has participated in developing the concept of marketing which has known in turn quick developments starting from the concept of production marketing and arriving to the concept of green marketing.

The last one has a different philosophy since it is built on the concept of sustainable development which puts the protection of the environment at the top of its targets.

For this reason, this research aims to highlight the nature of green marketing by focusing on its contribution in implementing the objective of creativity and innovation in the company.