Overview

An examination of the progress of environmental marketing on a global scale. It considers how sustainability issues are increasingly becoming critical factors in how corporations meet the ever-growing demands and expectations of customers. The purpose of the book is to provide practitioners with best-practice examples and actionable recommendations on how to implement green marketing activities. It provides information and ideas for those involved in marketing on how to incorporate green considerations into the marketing mix, as well as providing 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 contributors include the growing debate around products versus services, environmental product development and eco-innovation, green marketing alliances, environmental communications, green consumers, eco-tourism and the problems associated with green marketing in developing countries.

Full Product Details

Author:   Martin Charter ,  Michael Jay Polonsky ,  Michael Jay Polonsky ,  Martin Charter
Publisher:   Taylor & Francis Ltd
Imprint:   Greenleaf Publishing
Weight:   0.453kg
ISBN:  

9781874719144

ISBN 10:   1874719144
Pages:   432
Publication Date:   01 August 1992
Audience:   College/higher education ,  Professional and scholarly ,  Undergraduate ,  Postgraduate, Research & Scholarly
Format:   Hardback
Publisher's Status:   Active
Availability:   In Print  
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Table of Contents

"Foreword Lutz-Günther Scheidt, Sony International, GermanyIntroduction Martin Charter and Michael Jay PolonskySection 1: Strategic developments1. Corporate environmentalism and the greening of strategic marketing: Implications for marketing theory and practice Subhabrata Bobby Banerjee, RMIT University, Australia2. Reviewing corporate environmental strategy: Patterns, positions and predicaments for an uncertain future Walter Wehrmeyer, University of Surrey, UK3. Rethinking marketing: Shifting to a greener paradigm Ken Peattie, Cardiff Business School, UKSection 2: greening the ""marketing mix""4. Achieving Sustainability: Five strategies for stimulating out-of-the-box thinking regarding environmentally preferable products and services Jacquelyn A. Ottman, J. Ottman Consulting, Inc., USA5. Eco-Marketing 2005: Performance sales instead of product sales Frank Martin Belz, University of St Gallen, Switzerland6. Innovation of eco-efficient services: Increasing the efficiency of products and services Kai Hockerts, University of St Gallen, Switzerland7. Management of environmental new product development Devashish Pujari and Gillian Wright, University of Bradford, UK8. Designing and marketing greener products: The Hoover case Robin Roy, Open University, UK9. Eco-innovation: Rethinking future business products and services Colin Beard and Rainer Hartmann, Sheffield Hallam University, UK10. Green alliances: Environmental groups as strategic bridges to other stakeholders Cathy L. Hartman and Edwin R. Stafford, Utah State University, USA Michael Jay Polonsky, University of Newcastle, Australia11. How to select good alliance partners Easwar S. Iyer and Sara Gooding-Williams, University of Massachusetts, USA12. Growing credibility through dialogue: Experiences in Germany and the USA Katharina Zöller, Centre of Technology Assessment, Germany13. Building environmental credibility: From action to words Lassi Linnanen and Elina Markkanen, Gaia Network Oy, Finland Leena Ilmola, Promotiva Ltd, Finland14. Factors affecting the acquisition of energy-efficient durable goods Hannu Kuusela, University of Tampere, Finland Mark T. Spence, Southern Connecticut University, USA15. Greening the brand: Environmental marketing strategies and the American consumer Daniel S. Ackerstein, Walsh International, USA Katherine A. Lemon, Harvard Business School, USA16. Environmental performance: What is it worth?, A case study of ""business-to-business"" consumers Graham Earl, Arthur D. Little, UK Roland Clift, University of Surrey, UKSection 3: Case studies17. Coming out of their Shell: Brent Spar Alan Neale, East London Business School, UK18. The Body Shop International plc: The marketing of principles along with products Kate Kearins, University of Waikato, New Zealand Babs Klyn, Ministry of Commerce, New Zealand19. Greening agroindustry in Costa Rica: A guide to environmental certification Rebecca Winthrop, Cultural Solutions, USA20. ja!Natürlich: A success story Sonja Grabner-Kraeuter and Alexander Schwarz-Musch, University of Klagenfurt, Austria21. Green marketing of green places: The Tasmania experience Dallas G. Hanson, Rhett H. Walker and John Steen, University of Tasmania, Australia22. Green strategies in developing economies: A South-East Asian perspective John E. Butler, University of Washington, USA Suthisak Kraisornsuthasinee, Thammasat University, Thailand23. The tainting of a green titan: The Petroleum Authority of Thailand Suthisak Kraisornsuthasinee, Thammasat University, Thailand John E. Butler, University of Washington, USA24. Green power: Designing a green electricity marketing strategy Norbert Wohlgemuth and Michael Getzner, University of Klagenfurt, Austria Jacob Park, United Nations University, USA25. Exploring organisational recycling market development: The Texas-Mexico Border John Cox, Campbellsville University, USA Joseph Sarkis, Clark University, USA Wayne Wells, University of Texas-Brownsville, USABibliography"

Reviews

'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, Sony International (Europe) GmbH

An invaluable learning resource for businesses interested in increasing their future profitability and learning from the best practice of those companies who have been pioneers in the movement towards Total Quality Management. 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-G

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Charter, Martin; Polonsky, Michael Jay

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