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.
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