Greener Marketing

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Greener Marketing

Author : John Grant
Publisher : John Wiley & Sons
ISBN 13 : 1119689139
Total Pages : 272 pages
Book Rating : 4.1/5 (196 download)

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Book Synopsis Greener Marketing by : John Grant

Download or read book Greener Marketing written by John Grant and published by John Wiley & Sons. This book was released on 2020-07-07 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: strong style="font-family: Arial; font-size: 13.3333px;"***BUSINESS BOOK AWARDS - FINALIST 2021*** This timely book is a sequel to John Grant’s Green Marketing Manifesto (2007) the award-winning and bestselling definitive guide to green marketing (and not greenwashing). Fast forward to mid-2020. Climate Change is back at the top of the public and political agenda. Even after covid-19, hundreds of big-name CEOs are committing to a #greenrecovery. And surveys show widespread global public support for this and recent shifts in sustainable behaviours and attitudes in markets ranging from organic food to flying. Sustainable brands are significantly outperforming conventional ones. As are sustainability related stock prices. Companies like Unilever continue to set ambitious targets related not just to climate, but biodiversity and deforestation, plastics, social justice, regenerative farming. Sustainability related trends such as plant-based foods and electric vehicles are showing steep growth and creating tomorrow's superbrands (Impossible, TESLA...). This book is packed with up to date learnings, case examples and trends, covering everything from eco labelling, transparency and the circular economy; to rebound effects, sustainable finance, blockchain and regenerative farming. A core message being that to drive sustainability, marketers firstly do really need to properly understand sustainability, its many applications and implications. Secondly to be effective, marketers need to understand what it means to their consumers and other significant audiences. Hence the book takes a long hard look at what was driving all the protests, boycotts and petitions in 2019 and what ideas, causes and platforms caught the public imagination. The ultimate goal is to go beyond marketing that simply looks good, to marketing that does good. This book helps in achieving that goal by showing the reader how to: Uncover strategies for sustainable marketing that actually deliver on green and social objectives, not just greenwashing Reconceptualise marketing and business models, and learn to recognise the commercial strategies and approaches that are no longer fit for purpose Learn how hot topics like the climate crisis, biodiversity, social justice, single use plastics and supply chain transparency influence green and social marketing Read about numerous examples and case studies from both brand leaders and challengers that have developed innovations and fresh creative approaches to green and social marketing Get practical tools, models, facts, strategies, workshop and project processes and business case rationales - so that you can build your own plans and proposals This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful marketing that makes a positive creative impact on the climate crisis and on improving human life in troubled times. Aimed both at big companies that are trying to be good, and good companies that are trying to be big.

Greener Marketing

Author : Martin Charter
Publisher : Routledge
ISBN 13 : 1351283065
Total Pages : 679 pages
Book Rating : 4.3/5 (512 download)

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Book Synopsis Greener Marketing by : Martin Charter

Download or read book Greener Marketing written by Martin Charter and published by Routledge. This book was released on 2017-09-29 with total page 679 pages. Available in PDF, EPUB and Kindle. Book excerpt: Building on the strengths of the material published in the hugely successful first edition of Greener Marketing, this important new title examines on a global scale the progress of environmental marketing in the 1990s and considers how social issues are increasingly becoming critical factors in how corporations meet the ever-growing demands and expectations of customers. Despite the fact that such issues are increasingly important in marketing activities around the world, it is difficult for practitioners to keep up to date with complex and rapidly changing information and ideas. The purpose of this book is to provide practitioners and academics with best-practice examples and actionable recommendations on how to implement and appraise green marketing activities. It will provide information and ideas for those involved in marketing on how to incorporate environmental and social considerations, as well as providing new 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 global set of contributors include the growing area of products versus services, environmental product development, green marketing alliances, environmental communications, green consumers, eco-tourism and environmental marketing in developing countries. reener Marketing is not only a sequel to the successful first volume, but redefines global progress towards the successful marketing of greener products and services.

Greener Products

Author : Al Iannuzzi
Publisher : CRC Press
ISBN 13 : 1439854998
Total Pages : 222 pages
Book Rating : 4.4/5 (398 download)

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Book Synopsis Greener Products by : Al Iannuzzi

Download or read book Greener Products written by Al Iannuzzi and published by CRC Press. This book was released on 2016-04-19 with total page 222 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the global demand for natural and organic products continues to grow, making and marketing greener products is becoming an imperative. The old stereotype of green products’ sub-par performance has been shattered as large multinational corporations prove that you can develop and win in the marketplace with a naturals-based product platform. And the pull for sustainably minded products is not limited to consumer marketing—business-to-business marketing of greener products has also increased due to customer demand from all business sectors. The Case for Greener Products Making a compelling business case for why companies must provide greener, more sustainable products, Greener Products: The Making and Marketing of Sustainable Brands shares best practices for the design and marketing of greener products. The book examines ecosystem and regulatory pressures as well as market pressures from customers—consumers, business customers, and government purchasers—who have created a demand on manufacturers to bring more sustainable brands to market. How Are Greener Products Made? Through case studies of green design from companies such as GE (EcomaginationTM), Timberland (Green Index®), Philips, Apple Inc., Seventh Generation, Procter & Gamble, BASF, and others, the author explores initiatives in areas ranging from product design, sustainable sourcing, and packaging to energy efficiency, recycling, and end-of-life management. A contribution from guest author James A. Fava, one of the leading thinkers and practitioners in developing greener products, presents a toolbox of environmental management systems, programs, and tools for the development of greener products. Three Keys to Successful Green Marketing Campaigns Providing the backbone for the author’s analysis of green marketing, a contribution from guest authors Lee Ann Head, Karen Barnes, and Suzanne Shelton of the Shelton Group analyzes market trend data and helps marketers understand their customers and what moves them. The author then looks more closely at drivers for green marketing, outlining three keys for successful green marketing campaigns and using them to evaluate the approaches of several leading companies. He also offers advice on how to avoid "greenwashing," create successful cause-marketing partnerships, and use eco-labels wisely. Throughout the book, the author shares best practices and lessons learned from leaders in the field across various industry sectors. Written by the senior director of product stewardship for Johnson & Johnson, this timely book offers real-world experience, valuable insights, and practical tools for the effective design and marketing of greener products. The Best Days of Green Marketing Are Still Ahead See what Al Iannuzzi has to say about making and marketing greener products in an interview at Greenbiz.com.

The Green Marketing Manifesto

Author : John Grant
Publisher : John Wiley & Sons
ISBN 13 : 0470687312
Total Pages : 291 pages
Book Rating : 4.4/5 (76 download)

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Book Synopsis The Green Marketing Manifesto by : John Grant

Download or read book The Green Marketing Manifesto written by John Grant and published by John Wiley & Sons. This book was released on 2009-08-11 with total page 291 pages. Available in PDF, EPUB and Kindle. Book excerpt: We are currently eating, sleeping and breathing a new found religion of everything ‘green’. At the very heart of responsibility is industry and commerce, with everyone now racing to create their ‘environmental’ business strategy. In line with this awareness, there is much discussion about the ‘green marketing opportunity’ as a means of jumping on this bandwagon. We need to find a sustainable marketing that actually delivers on green objectives, not green theming. Marketers need to give up the many strategies and approaches that made sense in pure commercial terms but which are unsustainable. True green marketing must go beyond the ad models where everything is another excuse to make a brand look good; we need a green marketing that does good. The Green Marketing Manifesto provides a roadmap on how to organize green marketing effectively and sustainably. It offers a fresh start for green marketing, one that provides a practical and ingenious approach. The book offers many examples from companies and brands who are making headway in this difficult arena, such as Marks & Spencer, Sky, Virgin, Toyota, Tesco, O2 to give an indication of the potential of this route. John Grant creates a ‘Green Matrix’ as a tool for examining current practice and the practice that the future needs to embrace. This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful green marketing. Includes a foreword by Jonathon Porritt.

Greener Marketing

Author : Martin Charter
Publisher : Routledge
ISBN 13 :
Total Pages : 416 pages
Book Rating : 4.3/5 ( download)

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Book Synopsis Greener Marketing by : Martin Charter

Download or read book Greener Marketing written by Martin Charter and published by Routledge. This book was released on 1992 with total page 416 pages. Available in PDF, EPUB and Kindle. Book excerpt: An examination of the progress of environmental marketing on a global scale. The first part sets out the strategic issues and rationale for green marketing, the second addresses tactical issues in more detail, and the third section provides detailed, international case studies.

Sustainable Marketing

Author : Michelle Carvill
Publisher : Bloomsbury Publishing
ISBN 13 : 1472979125
Total Pages : 321 pages
Book Rating : 4.4/5 (729 download)

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Book Synopsis Sustainable Marketing by : Michelle Carvill

Download or read book Sustainable Marketing written by Michelle Carvill and published by Bloomsbury Publishing. This book was released on 2021-01-21 with total page 321 pages. Available in PDF, EPUB and Kindle. Book excerpt: Shortlisted for the Business Book Awards 2022 In the modern age of authenticity and transparency, consumers are no longer content with brands that are dismissive of, or even apathetic to, sustainability. Brands are now expected to convey understanding and concern when it comes to matters such as climate change, carbon footprints and employee welfare. Most importantly of all, they must be genuinely committed to these standpoints – remaining consistent and proactive in their principles. With the rise of more conscious consumers and the belief-driven buyer, organizations ignore sustainability and the spirit of 'doing good' at their own peril. From three marketing experts with decades of experience between them, Sustainable Marketing delivers the new benchmark for modern marketing. This book clarifies the importance of the sustainable approach before providing a comprehensive guide to implementing, driving and maintaining these practices in any organization. A must-read for any business leader or marketing executive, this is a unique and fascinating blend of academic research and practical case studies that will kick-start and inspire sustainable initiatives.

Sustainable Marketing

Author : Mark Peterson
Publisher : SAGE
ISBN 13 : 1529769272
Total Pages : 374 pages
Book Rating : 4.5/5 (297 download)

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Book Synopsis Sustainable Marketing by : Mark Peterson

Download or read book Sustainable Marketing written by Mark Peterson and published by SAGE. This book was released on 2021-04-28 with total page 374 pages. Available in PDF, EPUB and Kindle. Book excerpt: Building on the idea that holistic marketing strategies allow firms to assess risk and realise opportunities, this book draws on new research and industry examples to help you recognize effective sustainability practices that benefit companies, stakeholders and society. With an issue-based approach that dissects the interplay between marketing and society, the author encourages readers to critically engage with the changing nature of markets; how companies can adapt to sustainability guidelines and environmental threats while still remaining profitable in today’s global market. Using a range of examples including Costco, Juul, Facebook, Patagonia and Bitcoin, Peterson highlights the importance of social issues facing businesses today such as poverty alleviation, the drive towards more ‘green’ living, corporate social responsibility within firms and political pressures such as emissions guidelines and reducing the global carbon footprint. The Mavericks Who Made It feature also highlights key entrepreneurs throughout history, their key successes and their impact on sustainable marketing.

Greening Your Small Business

Author : Jennifer Kaplan
Publisher : Penguin
ISBN 13 : 110114923X
Total Pages : 318 pages
Book Rating : 4.1/5 (11 download)

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Book Synopsis Greening Your Small Business by : Jennifer Kaplan

Download or read book Greening Your Small Business written by Jennifer Kaplan and published by Penguin. This book was released on 2009-11-03 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: The ultimate resource for small business owners who want to go green without going broke. Greening Your Small Business is the definitive resource for those who want their small businesses to be cutting- edge, competitive, profitable, and eco-conscious. Filled with stories from small business owners of all stripes, Greening Your Small Business addresses every aspect of going green, from basics such as recycling, reducing waste, energy efficiency, and reducing the IT footprint, to more in-depth concerns such as green marketing and communications, green business travel, and green employee benefits. For companies too small to hire consultants to draft and implement green policies and practices, this guide is designed for easy use, featuring: ? Simple ways to make the workplace greener ? Two plans of action for going green (divided into two levels) ? Definitions for green terminology and jargon

Sustainability Marketing

Author : Frank-Martin Belz
Publisher : John Wiley & Sons
ISBN 13 : 1119966191
Total Pages : 354 pages
Book Rating : 4.1/5 (199 download)

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Book Synopsis Sustainability Marketing by : Frank-Martin Belz

Download or read book Sustainability Marketing written by Frank-Martin Belz and published by John Wiley & Sons. This book was released on 2012-10-29 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century. Adopting a a consumer marketing focus, it emphasises integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. The book shows how the complexities of sustainability issues can be addressed by marketers through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented '4Ps'; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them. A comprehensive package of supplementary materials for this text is available at www.wiley.com/college/belz. View the authors blog at: www.sustainability-marketing.com

Environmental Marketing

Author : William Winston
Publisher : Routledge
ISBN 13 : 1136590331
Total Pages : 452 pages
Book Rating : 4.1/5 (365 download)

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Book Synopsis Environmental Marketing by : William Winston

Download or read book Environmental Marketing written by William Winston and published by Routledge. This book was released on 2013-04-03 with total page 452 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Green Giants

Author : E. Williams
Publisher : AMACOM
ISBN 13 : 0814436145
Total Pages : 305 pages
Book Rating : 4.8/5 (144 download)

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Book Synopsis Green Giants by : E. Williams

Download or read book Green Giants written by E. Williams and published by AMACOM. This book was released on 2015-08-12 with total page 305 pages. Available in PDF, EPUB and Kindle. Book excerpt: What do Brazil’s top beauty brand, America’s second-fastest-growing restaurant chain, and the world’s third bestselling car have in common--besides achieving enormous success with revenue in the tens of billions? They are doing it all while holding to their convictions of implementing sustainable principles that help consumers live better lives. But they aren’t the only ones. Green Giants examines nine companies--including Chipotle, Toyota, Unilever, Tesla, General Electric, and more--who have established the blueprint for sustainable success that anyone can follow. Author Freya Williams, an early pioneer of the modern sustainable business movement, discovered six factors responsible for the overwhelming success of these nine socially responsible companies: The Iconoclastic Leader Disruptive Innovation A Higher Purpose Built In, Not Bolted On Mainstream Appeal New Behavioral Contract Packed with eye-opening research, exclusive interviews, and enlightening examples, Green Giants serves as your blueprint for merging wild profitability with social responsibility.

The Green to Gold Business Playbook

Author : Daniel C. Esty
Publisher : John Wiley & Sons
ISBN 13 : 1118010892
Total Pages : 464 pages
Book Rating : 4.1/5 (18 download)

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Book Synopsis The Green to Gold Business Playbook by : Daniel C. Esty

Download or read book The Green to Gold Business Playbook written by Daniel C. Esty and published by John Wiley & Sons. This book was released on 2011-04-08 with total page 464 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Implement the green strategies outlined in Dan Esty's and Andrew Winston’s bestseller Green to Gold" Hard-nosed business advice for gaining competitive advantage through sustainability action in buildings and operations, information technology, product design, sourcing, manufacturing, logistics and transportation, marketing, accounting, and other key business functions Whether you are a climate change skeptic or an environmentalist, sustainability issues cannot be ignored in today’s corporate world. With rising energy and natural resource costs, intensified regulations, investor pressures, and a growing demand for environmentally friendly products, sustainability is no longer an option—it’s a business imperative. Unlike many green business books, the Playbook skips the environmental ideology and deals exclusively with tools and strategies that have been shown to cut costs, reduce risks, drive revenues, and build brand identity. Builds on Dan Esty and Andrew Winston’s prizewinning Green to Gold, which has become a business classic and a staple of management training across the world. Shows in detail how each business function or department can achieve an eco-advantage over the competition Offers frameworks, checklists, and action plans applicable to any business–big or small, in manufacturing or services The Green to Gold Business Playbook gives you the tools to make green work-and work profitably-for your business.

Environmental Marketing Management

Author : Ken Peattie
Publisher : FT Prenticehall
ISBN 13 :
Total Pages : 330 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis Environmental Marketing Management by : Ken Peattie

Download or read book Environmental Marketing Management written by Ken Peattie and published by FT Prenticehall. This book was released on 1995 with total page 330 pages. Available in PDF, EPUB and Kindle. Book excerpt: This text provides a study of how environmental concerns affect the principles and practice of marketing and how the marketing function is affected by environmental concerns. It examines how aspects of marketing can be applied to developing and implementing greener strategies.

Designing for Sustainability

Author : Tim Frick
Publisher : "O'Reilly Media, Inc."
ISBN 13 : 1491935723
Total Pages : 370 pages
Book Rating : 4.4/5 (919 download)

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Book Synopsis Designing for Sustainability by : Tim Frick

Download or read book Designing for Sustainability written by Tim Frick and published by "O'Reilly Media, Inc.". This book was released on 2016-08-23 with total page 370 pages. Available in PDF, EPUB and Kindle. Book excerpt: Pixels use electricity, and a lot of it. If the Internet were a country, it would be the sixth largest in terms of electricity use. That’s because today’s average web page has surpassed two megabytes in size, leading to slow load times, frustrated users, and a lot of wasted energy. With this practical guide, your web design team will learn how to apply sustainability principles for creating speedy, user-friendly, and energy-efficient digital products and services. Author Tim Frick introduces a web design framework that focuses on four key areas where these principles can make a difference: content strategy, performance optimization, design and user experience, and green hosting. You’ll discover how to provide users with a streamlined experience, while reducing the environmental impact of your products and services. Learn why 90% of the data that ever existed was created in the last year Use sustainability principles to innovate, reduce waste, and function more efficiently Explore green hosting, sustainable business practices, and lean/agile workflows Put the right things in front of users at precisely the moment they need them—and nothing more Increase site search engine visibility, streamline user experience, and make streaming video more efficient Use Action Items to explore concepts outlined in each chapter

Balancing Green

Author : Yossi Sheffi
Publisher : MIT Press
ISBN 13 : 0262345765
Total Pages : 568 pages
Book Rating : 4.2/5 (623 download)

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Book Synopsis Balancing Green by : Yossi Sheffi

Download or read book Balancing Green written by Yossi Sheffi and published by MIT Press. This book was released on 2018-03-30 with total page 568 pages. Available in PDF, EPUB and Kindle. Book excerpt: An expert on business strategy offers a pragmatic take on how businesses of all sizes balance the competing demands of profitability and employment with sustainability. The demands and stresses on companies only grow as executives face a multitude of competing business goals. Their stakeholders are interested in corporate profits, jobs, business growth, and environmental sustainability. In this book, business strategy expert Yossi Sheffi offers a pragmatic take on how businesses of all sizes—from Coca Cola and Siemens to Dr. Bronner's Magical Soaps and Patagonia—navigate these competing goals. Drawing on extensive interviews with more than 250 executives, Sheffi examines the challenges, solutions, and implications of balancing traditional business goals with sustainability. Sheffi, author of the widely read The Resilient Enterprise, argues that business executives' personal opinions on environmental sustainability are irrelevant. The business merits of environmental sustainability are based on the fact that even the most ardent climate change skeptics in the C-suite face natural resource costs, public relations problems, regulatory burdens, and a green consumer segment. Sheffi presents three basic business rationales for corporate sustainability efforts: cutting costs, reducing risk, and achieving growth. For companies, sustainability is not a simple case of “profits versus planet” but is instead a more subtle issue of (some) people versus (other) people—those looking for jobs and inexpensive goods versus others who seek a pristine environment. This book aims to help companies satisfy these conflicting motivations for both economic growth and environmental sustainability.

Strategies for the Green Economy: Opportunities and Challenges in the New World of Business

Author : Joel Makower
Publisher : McGraw Hill Professional
ISBN 13 : 0071641858
Total Pages : 256 pages
Book Rating : 4.0/5 (716 download)

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Book Synopsis Strategies for the Green Economy: Opportunities and Challenges in the New World of Business by : Joel Makower

Download or read book Strategies for the Green Economy: Opportunities and Challenges in the New World of Business written by Joel Makower and published by McGraw Hill Professional. This book was released on 2008-10-05 with total page 256 pages. Available in PDF, EPUB and Kindle. Book excerpt: Businesses are entering the green marketplace at breakneck speed to keep pace with customer and societal demands to reduce their environmental impacts. But greening one's business is no small feat. While clear opportunities abound in this new economy, business leaders pursuing a green strategy are finding few roadmaps and established rules and plenty of hidden twists and turns. So, how does a company succeed in a world gone green? In Strategies for the New Green Economy, Joel Makower, one of the world's foremost green business experts, provides a clear roadmap for this challenging terrain. Makower offers insights and inspiration gleaned from his 20 years' experience helping Fortune 500 companies and start-ups alike formulate strategies that align environmental and business goals. Providing a comprehensive and realistic look at both the opportunities and challenges, Strategies for the New Green Economy shows how leadership companies are finding their way in the green economy, while their competitors struggle. Strategies for the Green Economy systematically tackles the central issues of greening your business: What does it take to be seen as an environmental leader? What are the standards, implicit or explicit, that you must meet to be green? How do you communicate what your business is doing right--and what it's doing wrong? How can you overcome consumer, media, and activist distrust? How can your company be heard amid the “green noise” in the marketplace? What are the new opportunities emerging for companies in the green economy? Including groundbreaking data about customers' attitudes and behaviors regarding green products and services, Strategies for the Green Economy will lead you through the thicket of finicky customers, confusing research reports, and public cynicism regarding green marketing claims--and place you on solid footing in the growing green economy.

Green Marketing in Emerging Markets

Author : Chipo Mukonza
Publisher : Springer Nature
ISBN 13 : 303074065X
Total Pages : 302 pages
Book Rating : 4.0/5 (37 download)

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Book Synopsis Green Marketing in Emerging Markets by : Chipo Mukonza

Download or read book Green Marketing in Emerging Markets written by Chipo Mukonza and published by Springer Nature. This book was released on 2021-08-17 with total page 302 pages. Available in PDF, EPUB and Kindle. Book excerpt: Green marketing has risen in prominence over recent years as corporations face calls to lower their carbon footprint, engage in socially responsible practices, and promote sustainable ways of conducting business. In emerging economies, social, economic, and environmental problems resulting from rapid industrialisation requires urgent attention. Promoting environmentally responsible practices through green marketing has been identified as a key solution. This book provides theoretical and practical insights into how businesses in emerging economies can integrate green objectives into their marketing activities to achieve sustainable outcomes and attain green-focused goals. It discusses green marketing from strategic and operational perspectives, which considers target consumers, products, processes, promotion and sustainability of resources and presents the institutional logic of embedding greenness across organisational marketing activities. Issues concomitant to green marketing such as consumer buying behaviour of green products, green integrated marketing communication, green product management, green initiatives in logistics social responsibility, greenwashing and the need for transparency, and green marketing orientations and firm performance, are covered in the book. Ultimately, this collection contributes to and extends theoretical conversations on green marketing while also providing actionable recommendations for organisations and the larger society in emerging economies. Chipo Mukonza is a Lecturer at the Tshwane University of Technology in Polokwane, South Africa. Ogechi Adeola is an Associate Professor of Marketing at the Lagos Business School, Pan-Atlantic University, Nigeria. Isaiah Adisa is a management researcher and consultant based in Nigeria. Robert E. Hinson is a Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School. Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, United Kingdom.