| Description |
1 online resource (403 pages) : illustrations |
| Contents |
Title page; Copyright page; Contents; Preface; Foreword; Introduction; 1. STRATEGIC DEVELOPMENTS; 1. Corporate Environmentalism and the Greening of Strategic Marketing: Implications for Marketing Theory and Practice; 2. Reviewing Corporate Environmental Strategy: Patterns, Positions and Predicaments; 3. Rethinking Marketing: Shifting to a Greener Paradigm; 2. GREENING THE 'MARKETING MIX'; 4. Achieving Sustainability: Five Strategies for Stimulating Out-of-the-Box Thinking Regarding Environmentally Preferable Products and Services |
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5. Eco-Marketing 2005: Performance Sales instead of Product Sales*6. Innovation of Eco-Efficient Services: Increasing the Efficiency of Products and Services; 7. Management of Environmental New Product Development; 8. Designing and Marketing Greener Products: The Hoover Case*; 9. Eco-Innovation: Rethinking Future Business Products and Services; 10. Green Alliances Environmental Groups as Strategic Bridges to Other Stakeholders; 11. How to Select Good Alliance Partners; 12. Growing Credibility through Dialogue: Experiences in Germany and the USA* |
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13. Building Environmental Credibility: From Action to Words14. Factors Affecting the Acquisition of Energy-Efficient Durable Goods; 15. Greening the Brand: Environmental Marketing Strategies and the American Consumer; 16. Environmental Performance: What is it Worth? A Case Study of 'Business-to-Business' Consumers*; 3. CASE STUDIES; 17. Coming out of their Shell: Brent Spar; 18. The Body Shop International plc: The Marketing of Principles along with Products; 19. Greening Agroindustry in Costa Rica: A Guide to Environmental Certification; 20. ja! Natürlich: A Success Story |
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21. Green Marketing of Green Places: The Tasmania Experience22. Green Strategies in Developing Economies: A South-East Asian Perspective; 23. The Tainting of a Green Titan: The Petroleum Authority of Thailand; 24. Green Power: Designing a Green Electricity Marketing Strategy; 25. Exploring Organisational Recycling Market Development: The Texas-Mexico Border; Bibliography; Biographies; Index |
| Summary |
Environmental issues are no longer of marginal interest to business. Whether the company operates in mining, cosmetics or transport, it is facing ever greater stakeholder pressure to green up its act. No longer are issues of Greener Marketing merely tied to product communication; increasingly, the companys overall approach is being examined. To illustrate how proactive companies are examining environmental issues, 20 original case histories have been produced, including ICI, BT, Traidcraft and B & Q. These examples show that striving for environmental excellence is an essential part of the movement toward Total Quality Management and a prerequisite for future profitability. Essentially, Greener Marketing is a strategic management process that incorporates an integrated approach to corporate environmentalism. The book has drawn from a range of expert contributors, from top academics to business practitioners. Examples of good practice are given throughout the book, illustrating how small, medium and large companies are approaching green opportunities and threats. Strategic issues are dealt with first. Greener approaches to marketing planning are then examined, including product development, packaging, pricing, logistics, communications and, importantly, the role of employees |
| Analysis |
Marketing |
| Bibliography |
Includes bibliographical references (pages 385-386) and index |
| Notes |
Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL |
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Print version record |
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digitized 2011 HathiTrust Digital Library committed to preserve pda MiAaHDL |
| Subject |
Green marketing.
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BUSINESS & ECONOMICS -- Industrial Management.
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BUSINESS & ECONOMICS -- Management.
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BUSINESS & ECONOMICS -- Management Science.
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BUSINESS & ECONOMICS -- Organizational Behavior.
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Green marketing
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Marketing
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Umweltschutz
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Aufsatzsammlung
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Marketing vert.
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écologie -- marketing -- études diverses.
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Großbritannien
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| Form |
Electronic book
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| Author |
Charter, Martin
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| ISBN |
9781907643576 |
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1907643575 |
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9781351283526 |
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1351283529 |
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9781351283083 |
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1351283081 |
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