<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2448-7678</journal-id>
<journal-title><![CDATA[Investigación administrativa]]></journal-title>
<abbrev-journal-title><![CDATA[Investig. adm.]]></abbrev-journal-title>
<issn>2448-7678</issn>
<publisher>
<publisher-name><![CDATA[Instituto Politécnico Nacional, Escuela Superior de Comercio y Administración]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2448-76782008000200047</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Revisión de prácticas de marketing ambiental en México en los ámbitos gobierno, empresa y ONG]]></article-title>
<article-title xml:lang="en"><![CDATA[Review of environmental marketing practices in Mexico in the areas of government, business and NGOs.]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Conraud Koellner]]></surname>
<given-names><![CDATA[Eva]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Rivas Tovar]]></surname>
<given-names><![CDATA[Luis Arturo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad de Guanajuato  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Instituto Politécnico Nacional  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2008</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2008</year>
</pub-date>
<volume>37</volume>
<numero>102</numero>
<fpage>47</fpage>
<lpage>62</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2448-76782008000200047&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2448-76782008000200047&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2448-76782008000200047&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El presente trabajo se centra en el estudio del arte del marketing ambiental, desde sus antecedentes y su rol en la sociedad actual, que se caracteriza por altos niveles de consumo que generan estilos de vida y comportamientos dañinos para el entorno. Como estrategia para atender la problemática ambiental en México, han surgido desde hace varios años campañas de difusión para concientizar a la población de los problemas de contaminación y a la vez del papel de los diferentes factores sociales que los provocan. Con el propósito de averiguar las diferencias y similitudes de las estrategias de marketing ambiental adoptadas específicamente por las autoridades públicas, las empresas y las ONG, como agentes sociales de mayor impacto en la sociedad, se realizó un análisis descriptivo de sus prácticas ambientales en todo el país. En este artículo se presentan los resultados obtenidos, los cuales pretenden servir de antecedentes para enriquecer los modelos de comportamiento verde ya existentes.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This paper is focused on environmental marketing, from its antecedents and its role in the present society, characterized by high levels of consumption that generate harmful lifestyles and behaviors for the environment. As a strategy to face environmental issues in Mexico, marketing campaigns have been launched in the last few years as a mean to generate consciousness of the pollution issues to the population and simultaneously of the role of the different social factors that cause them. A descriptive study case of marketing campaigns was applied nationwide in order to determine differences and similarities in the strategies adopted specifically by public institutions, companies and non profit organizations, as social agents of most impact in the society. This paper shows the results obtained, that pretend to be considered to enrich previous models of green behavior.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[marketing ambiental]]></kwd>
<kwd lng="es"><![CDATA[campañas de difusión]]></kwd>
<kwd lng="es"><![CDATA[comportamiento verde]]></kwd>
<kwd lng="es"><![CDATA[México]]></kwd>
<kwd lng="en"><![CDATA[Environmental marketing]]></kwd>
<kwd lng="en"><![CDATA[marketing campaigns]]></kwd>
<kwd lng="en"><![CDATA[green behavior]]></kwd>
<kwd lng="en"><![CDATA[Mexico]]></kwd>
</kwd-group>
</article-meta>
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