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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 academicswho wish for quick
insight into environmental marketing issues.
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.
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 academicswho wish for quick
insight into environmental marketing issues.
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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