Buch, Englisch, 404 Seiten, Format (B × H): 157 mm x 235 mm, Gewicht: 734 g
A Responsible Approach to Business
Buch, Englisch, 404 Seiten, Format (B × H): 157 mm x 235 mm, Gewicht: 734 g
ISBN: 978-1-874719-00-7
Verlag: Routledge
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.
Zielgruppe
Postgraduate and Professional Practice & Development
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
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.
