The Use of Modern Tools of Business Management and Marketing In the Food and Beverage Field as a Prerequisite for Sustainable Development and Respect for the Environment

Network technologies, modern organizational and marketing functions have transformed the way businesses operate nowadays and consequently have an effect on all sectors of the economy. Contemporary firms become members of the Internet society since the profits are high and innovative wireless broadband technologies allow to serve customers globally 24/7 while the relative cost keeps lessening (Andreopoulou, 2013). Internet constitutes a thriving means to promote a firm and can incorporate advertising and marketing activities, Total Quality Management, Corporate Social Responsibility, social media promotion, communication features in the firm’s website. Nevertheless, Social responsibility, green marketing and environmental sustainability are becoming important practices for modern firms influencing the formulation of different types of corporate environmental practices within a green firm strategy (Tsekouropoulos et al, 2014). While many food and drink firms have already their online store through their website presentation, this paper aims to describe the modern organizational and marketing challenge in contemporary firms and the new trends (Werther and Chandler, 2006). An Internet search was conducted in eighty large firms that operate in food and drink sector in the prefecture of Central Macedonia, Greece. Their websites are analyzed and their features, such as CSR, advertising, marketing, consumer’s behavior, social media etc are studied (Andreopoulou et al, 2014).