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Greener Marketing: A Global Perspective on Greening Marketing Practice

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    Available in PDF - DJVU Format | Greener Marketing: A Global Perspective on Greening Marketing Practice.pdf | Language: ENGLISH
    Martin Charter(Editor) Michael Jay Polonsky(Editor)

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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. 

reener Marketing is not only a sequel to the successful first volume, but redefines global progress towards the successful marketing of greener products and services.

""Greener Marketing: A Global Perspective on Greening Marketing Practice" is a practical guide for the business executive, manager and business student who wants to learn what the winners are doing and how to be successful in communicating to the market. The international team of contributors assembled here provide an impressive 25 chapters on strategic development, 'greening' the marketing mix and case studies that demonstrate that innovation is the key to sustainability."--Lutz-Gunther Scheidt, Director, Environmental Center Europe""Greener Marketing: A Global Perspective on Greening Marketing Practice is a practical guide for the business executive, manager and business student who wants to learn what the winners are doing and how to be successful in communicating to the market. The international team of contributors assembled here provide an impressive 25 chapters on strategic development, 'greening' the marketing mix and case studies that demonstrate that innovation is the key to sustainability."--Lutz-Gunther Scheidt, Director, Environmental Center Europe-Greener Marketing: A Global Perspective on Greening Marketing Practice is a practical guide for the business executive, manager and business student who wants to learn what the winners are doing and how to be successful in communicating to the market. The international team of contributors assembled here provide an impressive 25 chapters on strategic development, 'greening' the marketing mix and case studies that demonstrate that innovation is the key to sustainability.---Lutz-Gunther Scheidt, Director, Environmental Center Europe

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Required Software Any PDF Reader, Apple Preview
Supported Devices Windows PC/PocketPC, Mac OS, Linux OS, Apple iPhone/iPod Touch.
# of Devices Unlimited
Flowing Text / Pages Pages
Printable? Yes

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