ABSTRACT
This chapter examines the initial stages of the green market development and the problems associated with the lack of information, coupled with the increasing focus on cradle-to-grave analysis. Greener Marketing takes account of the wider relationship of the organisation and its products to its surroundings. The first phase of greening has generally seen short-term corporate responses with relatively minor adaptations to existing products and processes. Greener Marketing strategies will need to incorporate recycling, re-use, reconditioning, repair and possibly remanufacture. Repair may represent anything from a short-term to long-term life extension for the product. Reconditioning is an option when a product is about to fail due to a number of contributory factors. The organisation should start to monitor proactively the environmental agenda for potential opportunities and threats. The corporate strategy and environmental policy will define the role of Greener Marketing. Greener Marketing should reflect the corporate response to the environmental agenda.
