Green marketing
著者
書誌事項
Green marketing
（The M. & E. handbook series）
Pitman, 1992
- : pbk
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注記
Includes index
内容説明・目次
内容説明
This text shows how traditional elements of marketing can be used to implement greener corporate strategies. A guide to key green issues for marketing, it describes the impact of legislation on company strategy (eg Environmental Protection Act 1990), shows how business can expect pressure from consumers and tactical response from competitors to "greener" strategies and explains how the company's objectives will change with the requirement of a green audit. It is aimed at marketing practitioners and students taking the Chartered Institute of Marketing, CAM, LCCI, Institute of Export, Business Studies degrees, DMS, HNC, HND (Business and Finance) and Enviromental Studies degrees.
目次
- Part 1: the roots of green marketing - the evolution of green marketing
- the green movement
- the green agenda
- the implications for business
- social responsibility and sustainability. Part 2: the principles of green marketing
- the green marketing concept
- the green marketing process
- the green consumer
- marketing information
- marketing strategy. Part 3: green marketing in action - product management
- marketing communications
- packaging and labelling
- naming and branding
- pricing decisions
- industry case studies. Part 4: wider green marketing issues - organizational dimensions
- legislation
- international dimensions
- the future of green marketing.
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