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Greener marketing : a responsible approach to business /
Environmental issues are no longer of marginal interest to business. Whether the company operates in mining, cosmetics or transport, it is facing ever greater stakeholder pressure to green up its act. No longer are issues of Greener Marketing merely tied to product communication; increasingly, the c...
| Clasificación: | Libro Electrónico |
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| Otros Autores: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Sheffield, England :
Greenleaf Publishing,
©1992.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Title page; Copyright page; Contents; Preface; Foreword; Introduction; 1. STRATEGIC DEVELOPMENTS; 1. Corporate Environmentalism and the Greening of Strategic Marketing: Implications for Marketing Theory and Practice; 2. Reviewing Corporate Environmental Strategy: Patterns, Positions and Predicaments; 3. Rethinking Marketing: Shifting to a Greener Paradigm; 2. GREENING THE 'MARKETING MIX'; 4. Achieving Sustainability: Five Strategies for Stimulating Out-of-the-Box Thinking Regarding Environmentally Preferable Products and Services.
- 5. Eco-Marketing 2005: Performance Sales instead of Product Sales*6. Innovation of Eco-Efficient Services: Increasing the Efficiency of Products and Services; 7. Management of Environmental New Product Development; 8. Designing and Marketing Greener Products: The Hoover Case*; 9. Eco-Innovation: Rethinking Future Business Products and Services; 10. Green Alliances Environmental Groups as Strategic Bridges to Other Stakeholders; 11. How to Select Good Alliance Partners; 12. Growing Credibility through Dialogue: Experiences in Germany and the USA*
- 13. Building Environmental Credibility: From Action to Words14. Factors Affecting the Acquisition of Energy-Efficient Durable Goods; 15. Greening the Brand: Environmental Marketing Strategies and the American Consumer; 16. Environmental Performance: What is it Worth? A Case Study of 'Business-to-Business' Consumers*; 3. CASE STUDIES; 17. Coming out of their Shell: Brent Spar; 18. The Body Shop International plc: The Marketing of Principles along with Products; 19. Greening Agroindustry in Costa Rica: A Guide to Environmental Certification; 20. ja! Natürlich: A Success Story.
- 21. Green Marketing of Green Places: The Tasmania Experience22. Green Strategies in Developing Economies: A South-East Asian Perspective; 23. The Tainting of a Green Titan: The Petroleum Authority of Thailand; 24. Green Power: Designing a Green Electricity Marketing Strategy; 25. Exploring Organisational Recycling Market Development: The Texas-Mexico Border; Bibliography; Biographies; Index.