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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.
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.
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.
In modern society, it has become increasingly important to consumers that their products be environmentally safe. Green marketing is the most efficient way for corporations to convey that their merchandise is environmentally ethical, which in turn increases profit. Green Marketing and Environmental Responsibility in Modern Corporations is a comprehensive resource for the latest material on the methods and techniques that contemporary industries are employing to raise awareness on sustainable products. Featuring comprehensive coverage across a range of relevant topics such as green consumption, organic food products, supply chain performance, and ecological marketing, this publication is an ideal reference source for professionals, practitioners, academics, and researchers interested in the latest material on sustainable corporate operations.
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.
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.
In this groundbreaking study, Toby Smith analyses the role that social myths such as green marketing play in public understanding of the environmental crisis. This book introduces the concept of hegemony into environmental politics, using the concept to elucidate the political, economic, and social alliance that sustains our belief in industrial expansionism. The ecological crisis of the late twentieth century presents a challenge to the very foundations of this alliance. The hegemonic system reacts to a threat to its structure by producing social myths that provide a common sense understanding of the threat. Smith examines one such social myth, the contemporary phenomenon known as green marketing, and how it came to reinforce, rather than challenge, the ethics of productivism. By analysing green marketing as it relates primarily to the early 1990s corporate campaigns of companies such as McDonald's, Shell Chemicals, and Mobil Chemical Co., Smith demonstrates how these voices weave together an understanding of green consumerism using familiar language from economic and liberal democratic discourses. The Myth of Green Marketing is an original and important contribution to the field of environmental studies. As the first book on green marketing, it is sure to raise controversy with its unique discussion of the cultural and social aspects of environmental issues.
Sustainability Marketing: New directions and practices explores how a customer's desire for sustainable products can form a part of new marketing strategies. Sustainability Marketing provides solutions to scholars, marketers and decision makers aiming to gain an advantage in businesses where sustainability is increasingly prioritised.
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.
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.