Greener Marketing

Greener Marketing

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An examination of the progress of environmental marketing on a global scale. It considers how sustainability issues are increasingly becoming critical factors in how corporations meet the ever-growing demands and expectations of customers. The purpose of the book is to provide practitioners with best-practice examples and actionable recommendations on how to implement green marketing activities. It provides information and ideas for those involved in marketing on how to incorporate green considerations into the marketing mix, as well as providing perspectives on marketing for environmental managers. To achieve a comprehensive viewpoint, the book is split into three sections. The first sets out the strategic issues and rationale for green marketing, the second addresses tactical issues in more detail, and the third provides detailed, international case studies. Topics addressed by the contributors include the growing debate around products versus services, environmental product development and eco-innovation, green marketing alliances, environmental communications, green consumers, eco-tourism and the problems associated with green marketing in developing countries.In addition to its research activities, CES runs MSc, PhD and EngD programmes, the last of these being an innovative Doctor of ... John C. Cox is Associate Professor of Marketing and Dean of the School of Business at Campbellsville University in Campbellsville, KY, USA. ... and innovation and knowledge management His PhD work focused on issues of environmental sustainability He has a backgroundanbsp;...

Title:Greener Marketing
Author: Michael J. Polonsky
Publisher:Greenleaf Publishing - 1999-07-01

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