ABSTRACT
Green marketing is quickly becoming more of a mainstream necessity rather than an initiative to be taken by proactive companies or those with a niche green product line. We are seeing green marketing (also called sustainable brand marketing) occurring in all types of products and industries. It’s not just the •rms that sell direct to consumers that must be concerned with this new marketing; suppliers of all types of products must start heeding this macro trend that doesn’t seem to be subsiding, even during a global economic slowdown. As discussed in previous chapters, companies are seeing a need to develop greener products in all parts of business: consumer products, chemicals, electrical products, medical products, and even pharmaceuticals.
