Green Marketing Strategies
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Environmental Marketing
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Author : William Winston
language : en
Publisher: Routledge
Release Date : 2013-04-03
Environmental Marketing written by William Winston and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-04-03 with Business & Economics categories.
Environmental Marketing: Strategies, Practice, Theory, and Research is a timely resource for the 1990s. It examines a broad range of issues that affect environmental behavior while providing materials and guidance to marketing decisionmakers. It will guide your organization toward a decidedly “green” marketing movement, toward marketing concepts and tools that not only serve your organization's objectives but preserve and protect the environment as well. Environmental Marketing clearly defines the potential roles of organizations, consumers, and governments and examines how these groups impact environmental factors through the marketing process. The book helps you understand alternative perspectives to green marketing issues and, in turn, enables you to make clearer, more conscious decisions toward improving your environmental marketing performance. This resourceful text begins by defining the concept of environmental or “green” marketing and how the idea of a healthy planet and successful marketing strategies can co-exist. It discusses the consumer's behavior toward environmental products and how marketers can effectively educate them, the guidelines involved in doing so, and the consequences of failing to do so. The marketer's position on environmental changes in industry is examined along with alternatives for striking a balance between marketing objectives and environmental concerns. Finally, the book discusses the global response to environmental marketing and where multi-national organizations belong within this balance. Environmental Marketing is a book for all managers involved in decisions impacting the environment. It is also of great interest to public policymakers and academics who wish for quick insight into environmental marketing issues.
The New Rules Of Green Marketing
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Author : Jacquelyn Ottman
language : en
Publisher: Routledge
Release Date : 2017-10-19
The New Rules Of Green Marketing written by Jacquelyn Ottman and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-19 with Business & Economics categories.
For too long, marketers of sustainable goods and services have targeted "deep green" consumers to promote their products – and they have little to show for their efforts. In this innovative book, Jacquelyn Ottman shows how the green market has moved beyond such niche marketing, and how marketers will find greater success promoting the inherent superior value of their offerings. Greener products are now available within every industry and are a part of our everyday lives. But they didn't get to be so ubiquitous just because they are better for the planet. Whether they were promoted as such or not, sales of green products have grown so fast because of the added value they provide: health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits – the new rules – is critical to winning over the mainstream consumer and to driving overall organizational growth. The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity, and how readers can adopt this approach in their own organizations. Illustrated by examples from both international mainstream and the more niche "deep green" leaders who are showing everyone else the way, the book provides practical strategies, tools and inspiration for building every aspect of a credible value-based green marketing strategy, including:How to use a proactive approach to sustainability to spur innovationHow to frame environment-related benefits with relevance to mainstream brandsHow to communicate with credibility and impact – and avoid "greenwashing"How to team up with stakeholders to maximize outreach to consumersHow to use a life cycle orientation to ensure the integrity of one's offeringsHow to best take advantage of recent technological advances in social mediaDrawing on the latest data from leading researchers and reflecting on learnings from Ottman's corporate clients and other pioneers including GE, Nike, HSBC, Method, Starbucks, Timberland, HP, NatureWorks, Philips, Procter & Gamble, Stonyfield Farm and Wal-Mart, this book shows how market leaders are edging out the competition using effective value-first marketing strategies. This book captures the best of the author's previous groundbreaking books on green marketing and takes the content into the 21st century. Whereas earlier works focused on readers who were less familiar with green initiatives, this work squarely focuses on a new generation of marketers who likely themselves grew up with an appreciation of sustainability and who want and need to know how to connect effectively with mainstream consumers.
Green Marketing And Management In Emerging Markets
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Author : Robert E. Hinson
language : en
Publisher: Springer Nature
Release Date : 2021-09-27
Green Marketing And Management In Emerging Markets written by Robert E. Hinson and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2021-09-27 with Business & Economics categories.
Adverse environmental impacts such as greenhouse gas emissions and chemical spills have put the topic of green business firmly on the sustainability agenda. Despite the burgeoning literature on green business and green marketing from the globalised north, there is relative parsimony of green business literature in the global south. This book offers a greater understanding of what green marketing is, as well as the various levels of practices and the implementations thereof. It places specific emphasis on the people through which green marketing excellence can be achieved. Contributors argue that, given the complexity of green marketing, people management plays a key role in achieving green marketing success, and the chapters consider the role that green human resource management practices play in marketing. Providing a unique perspective on the successful implementation of green marketing, this book is an important resource for students, researchers and practitioners. It is of particular interest to those who desire a greater understanding of how organisations deal internally and externally with increasing pressure to become more socially responsible and embed ‘greenness’ in all their marketing activities.
The New Rules Of Green Marketing
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Author : Jacquelyn Ottman
language : en
Publisher:
Release Date : 2017
The New Rules Of Green Marketing written by Jacquelyn Ottman and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017 with BUSINESS & ECONOMICS categories.
"For too long, marketers of sustainable goods and services have targeted "deep green" consumers to promote their products - and they have little to show for their efforts. In this innovative book, Jacquelyn Ottman shows how the green market has moved beyond such niche marketing, and how marketers will find greater success promoting the inherent superior value of their offerings. Greener products are now available within every industry and are a part of our everyday lives. But they didn't get to be so ubiquitous just because they are better for the planet. Whether they were promoted as such or not, sales of green products have grown so fast because of the added value they provide: health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits - the new rules - is critical to winning over the mainstream consumer and to driving overall organizational growth. The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity, and how readers can adopt this approach in their own organizations. Illustrated by examples from both international mainstream and the more niche "deep green" leaders who are showing everyone else the way, the book provides practical strategies, tools and inspiration for building every aspect of a credible value-based green marketing strategy, including:How to use a proactive approach to sustainability to spur innovationHow to frame environment-related benefits with relevance to mainstream brandsHow to communicate with credibility and impact - and avoid "greenwashing"How to team up with stakeholders to maximize outreach to consumersHow to use a life cycle orientation to ensure the integrity of one's offeringsHow to best take advantage of recent technological advances in social mediaDrawing on the latest data from leading researchers and reflecting on learnings from Ottman's corporate clients and other pioneers including GE, Nike, HSBC, Method, Starbucks, Timberland, HP, NatureWorks, Philips, Procter & Gamble, Stonyfield Farm and Wal-Mart, this book shows how market leaders are edging out the competition using effective value-first marketing strategies. This book captures the best of the author's previous groundbreaking books on green marketing and takes the content into the 21st century. Whereas earlier works focused on readers who were less familiar with green initiatives, this work squarely focuses on a new generation of marketers who likely themselves grew up with an appreciation of sustainability and who want and need to know how to connect effectively with mainstream consumers."--Provided by publisher.
Green Marketing As A Positive Driver Toward Business Sustainability
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Author : Naidoo, Vannie
language : en
Publisher: IGI Global
Release Date : 2019-07-26
Green Marketing As A Positive Driver Toward Business Sustainability written by Naidoo, Vannie and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2019-07-26 with Business & Economics categories.
As corporations increasingly recognize the benefits of green marketing, the number of projects with important local environmental, economic, and quality-of-life benefits shall increase. Encouraging the holistic nature of green, moreover, inspires other retailers to push the movement. Green Marketing as a Positive Driver Toward Business Sustainability is a collection of innovative research on the methods and applications of integrating environmental considerations into all aspects of marketing. While highlighting topics including green consumerism, electronic banking, and sustainability, this book is ideally designed for industrialists, marketers, professionals, engineers, educators, researchers, and scholars seeking current research on green development in regular movement.
Green Marketing In A Unified Europe
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Author : Alma T Mintu-Wimsatt
language : en
Publisher: Routledge
Release Date : 2013-04-03
Green Marketing In A Unified Europe written by Alma T Mintu-Wimsatt and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2013-04-03 with Business & Economics categories.
The physical environment--its preservation, protection, and conservation--has become an urgent agenda for international marketers. Many marketing professionals have acknowledged that, in order to succeed, it is crucial that they integrate environmental considerations into their marketing strategies. Green Marketing in a Unified Europe gives marketing professionals insight into the opportunities available to competitively position themselves in the green environment, providing some companies with a much-needed strategic boost. Addressing the issue of green marketing at empirical and conceptual levels, contributors to Green Marketing in a Unified Europe give readers examples of how green marketing can be effectively integrated into international marketing. Chapters reveal green marketing’s repercussions on the corporate world, on governments and governmental agencies, and on societies. Marketing professionals learn the specifics of: European green marketing strategies the practice of sustainable development in Europe eco-friendly companies and their practices consumer green environmentalism European public policy and the green environment These chapters represent a compilation of current research on green marketing and the European and/or international communities. This information provides marketing professionals and government policymakers with a good research base for developing effective green marketing policies, rules, and regulations in their own countries and companies. Readers learn of opportunities for businesses to competitively position themselves through an environment-friendly philosophy or through a stronger pro-environment stance. Marketing professionals, academics interested in public policy and green/environmental marketing, multinational companies, and practitioners hoping to jump on the “green” bandwagon will find Green Marketing in a Unified Europe an invaluable guide to learning how sustainable development affects policy-making in the European Union. They can then see how green marketing consequently impacts upon their own practices in Europe and in other regions with green marketing policies.
The Effect Of Green Marketing Strategies The Market Response To Environmental Announcements
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Author : Lien Dekeyser
language : en
Publisher:
Release Date : 2020-10-07
The Effect Of Green Marketing Strategies The Market Response To Environmental Announcements written by Lien Dekeyser and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-10-07 with categories.
Master's Thesis from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, grade: 16/20, Leuven Catholic University, language: English, abstract: As the environment becomes an increasingly important concern for companies, this paper seeks to answer the question ''When does it pay to be green?''. Event study methodology is used to investigate the stock returns following environmental Corporate Social Responsibility (CSR) announcements. This study shows that environmental CSR announcements have a positive effect on shareholder value. Our theory posits that different green marketing strategies have a differential effect on shareholder value. The results of this study provide indication that an announcement of a green partnership creates more positive stock returns than an announcement of greening the organisation and that an announcement of a green product creates the least positive stock returns for the company. The product type (high-involvement product vs. low-involvement product) does not change these observations. The preferred green marketing strategy remains the announcement of a green partnership. At the end, the theoretical and managerial implications of these results and future research avenues are presented.
Responsible Marketing For Sustainable Business
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Author : Dr Ramesh Kumar Miryala
language : en
Publisher: Zenon Academic Publishing
Release Date : 2016-03-31
Responsible Marketing For Sustainable Business written by Dr Ramesh Kumar Miryala and has been published by Zenon Academic Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-03-31 with Business & Economics categories.
Globalization has proliferated business with numerous challenges and opportunities, and simultaneously at other end the growth in economy, population, income and standard of living has redefined the scope of business and thus the business houses approaches. A highly competitive environment, knowledgeable consumers and quicker pace of technology are keeping business enterprises to be on their toes. Today marketing and its concepts have become key for survival of any business entity. The unique cultural characteristics, tradition and dynamics of consumer, demand an innovative marketing strategy to achieve success. Effective Marketing has become an increasingly vital ingredient for business success and it profoundly affects our day-to-day life. Today, the role of a business houses has changed from merely selling products and services to transforming lives and nurturing lifestyles. The Indian business is changing and so do the marketing strategies. These changing scenarios in the context of globalization will bestow ample issues, prospects and challenges which need to be explored. The practitioners, academicians and researchers need to meticulously review these aspects and acquaint them with knowledge to sustain in such scenarios. Thus, these changing scenarios emphasize the need of a broad-based research in the field of marketing also reflecting in marketing education. This book is an attempt in that direction. We sincerely hope that this book will provide insights into the subject to faculty members, researchers and students from the management institutes, consultants, practicing managers from industry and government officers.
Green Marketing In Emerging Economies
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Author : Emmanuel Mogaji
language : en
Publisher: Springer Nature
Release Date : 2022-01-03
Green Marketing In Emerging Economies written by Emmanuel Mogaji and has been published by Springer Nature this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-01-03 with Business & Economics categories.
Literature on green marketing continues to gain traction in the sustainability discourse, focusing on core subject areas such as green product development, green marketing strategy and green advertising. Achieving green marketing success encompasses influencing, orientating, and communicating green offerings of an organisation to the consumers. Emerging markets particularly provide unique opportunities for green product innovations to thrive due to their rapid industrialisation and economic growth; hence the value proposition of organisations must be rightly communicated to the consumers. The book is part of a multi-volume work that highlights the goals of green marketing, such as influencing consumers’ green adoption, behaviour, and attitude towards sustainability practices. This book provides insights to researchers, students and practitioners interested in marketing and sustainability initiatives in the context of emerging markets. It is also recommended for marketing managers and brand consultants who desire an in-depth understanding of how to communicate their organisation’s green offerings while positioning the organisation as a green brand to influence consumers’ green purchasing behaviours.
Environmental Marketing
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Author : Walter Coddington
language : en
Publisher: McGraw-Hill Companies
Release Date : 1993
Environmental Marketing written by Walter Coddington and has been published by McGraw-Hill Companies this book supported file pdf, txt, epub, kindle and other format this book has been release on 1993 with Business & Economics categories.
Designed for practical use, this guide profiles the experiences of actual companies, among them McDonald's and AT&T, who have successfully capitalized on the unique marketing opportunities inherent in environmentalism. By showing which strategies work and why many backfire, the book establishes a bold new framework for marketing approaches in the competitive 1990s.