Product Description

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.

Product Details

• Amazon Sales Rank: #502012 in Books
• Published on: 1999-07
• Original language: English
• Binding: Hardcover
• 432 pages

Review
'Greener Marketing: A Global Perspective on Greening Marketing Practice is a practical guide for the business executive, manager and business student who wants to learn what the winners are doing and how to be successful in communicating to the market. The international team of contributors assembled here provide an impressive 25 chapters on strategic development, 'greening' the marketing mix and case studies that demonstrate that innovation is the key to sustainability.' Lutz-Gunther Scheidt, Director, Environmental Center Europe, Sony International (Europe) GmbH