Green marketing in emerging economies : a communications perspective
著者
書誌事項
Green marketing in emerging economies : a communications perspective
(Palgrave studies of marketing in emerging economies / series editors, Robert E. Hinson, Ogechi Adeola)
Palgrave Macmillan, c2022
大学図書館所蔵 全2件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Other editors: Ogechi Adeola, Isaiah Adisa, Robert E. Hinson, Chipo Mukonza, Ayça Can Kirgiz
Includes bibliographical references and index
内容説明・目次
内容説明
Literature on green marketing continues to gain traction in the sustainability discourse, focusing on core subject areas such as green product development, green marketing strategy and green advertising. Achieving green marketing success encompasses influencing, orientating, and communicating green offerings of an organisation to the consumers. Emerging markets particularly provide unique opportunities for green product innovations to thrive due to their rapid industrialisation and economic growth; hence the value proposition of organisations must be rightly communicated to the consumers.
The book is part of a multi-volume work that highlights the goals of green marketing, such as influencing consumers' green adoption, behaviour, and attitude towards sustainability practices.
This book provides insights to researchers, students and practitioners interested in marketing and sustainability initiatives in the context of emerging markets. It is also recommended for marketing managers and brand consultants who desire an in-depth understanding of how to communicate their organisation's green offerings while positioning the organisation as a green brand to influence consumers' green purchasing behaviours.
目次
Section 1: Green Communications and Positioning
Chapter 1: Green Integrated Marketing Communications in Africa by Dr Kojo Kakra Twum and Dr Andrews Agya Yalle
Chapter 2: Green Integrated Marketing Communications: An Asian-African Comparative Study by Dr Genevieve Bosah.
Chapter 3: Environmentalist Political Communication: Nation-branding and Political Socialization Through Environmentalism by Prof. Ahmet Ilkay Ceyhan
Chapter 4: Green Positioning Strategies by Dr Abdul-Hamid.
Section 2: Green Washing
CHAPTER 5: Green Positioning: A Focus on South and India by Dr Meenakshi Gujral
Chapter 6: Greenwashing by Dr Gul Kaner
Chapter 7: A Critical Approach to Corporate Greenwashing Activities Under the Roof of Corporate Social Responsibility by Dr Banu Bertan
Chapter 8: Green Washing, Green Knowledge and Green Communications: Exploring the Links by Dr Hilda Dondolo
Section 3: Managing Green Branding Marketing:: Traditional, Digital and Service Perspectives
CHAPTER 9: Green Branding by Dr Derya Yalcin
Chapter 10: Green Marketing in the Online environment by Dr Moses Moshe Vhukeya
Chapter 11: Green Service Innovation and Servitization by Dr Ufuk Gur
Chapter 12: Opportunities and Challenges in Green Marketing by Dr Daniel Ofori
「Nielsen BookData」 より