Greener Marketing

A Global Perspective on Greening Marketing Practice

Autor: Michael Jay Polonsky, Martin Charter

Limbă:

Legare: Copertă tare

Editura: Taylor & Francis Ltd

Disponibilitate: În depozitul extern

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491.12 lei

Building on the strengths of the material published in the hugely successful first edition of Greene...

Informații despre carte

Autor

Michael Jay Polonsky, Martin Charter

Limbă

engleză

Legare

Carte - Copertă tare

Publicat

1992

Pagini

432

EAN

9781874719144

ISBN

1874719144

Enbook ID

05017745

Editura

Taylor & Francis Ltd

Greutate

658

Dimensiuni

347 x 159 x 26

Descriere completă

Building on the strengths of the material published in the hugely successful first edition of Greener Marketing, this important new title examines on a global scale the progress of environmental marketing in the 1990s and considers how social issues are increasingly becoming critical factors in how corporations meet the ever-growing demands and expectations of customers. Despite the fact that such issues are increasingly important in marketing activities around the world, it is difficult for practitioners to keep up to date with complex and rapidly changing information and ideas. The purpose of this book is to provide practitioners and academics with best-practice examples and actionable recommendations on how to implement and appraise green marketing activities. It will provide information and ideas for those involved in marketing on how to incorporate environmental and social considerations, as well as providing new 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 global set of contributors include the growing area of products versus services, environmental product development, green marketing alliances, environmental communications, green consumers, eco-tourism and environmental marketing in developing countries. Greener Marketing is not only a sequel to the successful first volume, but redefines global progress towards the successful marketing of greener products and services.

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Greener Marketing

A Global Perspective on Greening Marketing Practice

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