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Green Marketing in a Unified Europe (Hardcover)
Loot Price: R4,371
Discovery Miles 43 710
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Green Marketing in a Unified Europe (Hardcover)
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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
environmentThese 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.
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