Marketing ecológico como estrategia para mejorar la percepción sobre la minería del carbón en la región zuliana

Abstract

This article aims to analyze the ecological marketing as a strategy to improve the perception of coal mining in the Zulian region under the theoretical foundation of Calomarde (2000), Vicente and Ruiz (2002), Lorenzo (2002), Chamorro ( 2001) and Machin (2007). The methodology used was descriptive, not experimental, transactional, field. The reporting units were made up of thirty-four (34) supervisors of the production area of companies in the coal mining industry in Zulia state in Venezuela. It was obtained as a result that was favorable ecological marketing for companies who make it. The conclusions state that the ecological marketing of coal mining in Zulia is done successfully, the resulting positive and acceptable elements identified, characterized mix, marketers factors determined and established strategies and tactics in the study, within the mining companies as a strategy to improve the design of mining in the region of Zulia; However, there are aspects that need to be analyzed further and that could be the cause of the problem that founded the necessity of this research.