Environmental marketing : strategies, practice, theory, and research
著者
書誌事項
Environmental marketing : strategies, practice, theory, and research
（Haworth marketing resources）
Haworth Press, 1997, c1995
- : pbk.
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
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 academics who wish for quick insight into environmental marketing issues.
目次
Contents
Foreword
Preface
Section I: Introduction
Ecological Imperatives and the Role of Marketing
Section II: Re-Evaluating the Tenets of Marketing
The Eco-Marketing Orientation: An Emerging Business Philosophy
Environmental Marketing: Bridging the Divide Between the Consumption Culture and Environmentalism
Marketing's Linear-Hierarchical Underpinning and a Proposal for a Paradigm Shift in Values to Include the Environment
Section III: Profiling the Environmentally Conscious Consumer
An Examination of the Conserving Consumer: Implications for Public Policy Formation in Promoting Conservation Behavior
Eco-Attitudes and Eco-Behaviors in the New German States: A 1992 Perspective
Ecologically Concerned Consumers and Their Product Purchases
Implications of Understanding Basic Attitude Change Processes and Attitude Structure for Enhancing Pro-Environmental Behaviors
Section IV: Green-Based Product Trends
Green-Based Innovation: Sustainable Development in Product Management
Section V: What About Green Advertising
Cleaning Up Green Marketing Claims: A Practical Checklist
A Classification Schema for Environmental Advertising Claims: Implications for Marketers and Policy Makers
Section VI: Reverse Channel Systems
A Typology of Reverse Channel Systems for Post-Consumer Recyclables
Section VII: The Green Movement and Its Implications for Effective Marketing Strategy
Behaviors of Environmentally Concerned Firms: An Agenda for Effective Strategic Development
In Search of Market Segments for Green Products
Section VIII: Green Strategy and Public Policy
Voluntary Reaction to Green Policies Among Market-Mavens: An Application of the Parallel-Political Marketplace Conceptualization
Section IX: Greening Within the Context of Macro-Marketing
Green Marketing and Selling Brotherhood
Section X: An International Case Study
Environmental Issues in the Freight Transport Industry: A Qualitative Analysis of Key Stakeholders' Perceptions
Section XI: Some Conclusions
The Future of Environmental Marketing: Food for Thought
Index
Reference Notes Included
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