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.

section 1|56 pages

Strategic Developments

chapter 1|25 pages

Corporate Environmentalism and the Greening of Strategic Marketing

Implications for Marketing Theory and Practice
BySubhabrata Bobby Banerjee

chapter 2|16 pages

Reviewing Corporate Environmental Strategy

Patterns, Positions and Predicaments for an Uncertain Future
ByWalter Wehrmeyer

chapter 3|14 pages

Rethinking Marketing

Shifting to a Greener Paradigm
ByKen Peattie

section 2|204 pages

Greening the ‘Marketing Mix’

chapter 4|12 pages

Achieving Sustainability

Five Strategies for Stimulating Out-of-the-Box Thinking Regarding Environmentally Preferable Products and Services
ByJacquelyn A. Ottman

chapter 5|11 pages

Eco-Marketing 2005

Performance Sales instead of Product Sales*
ByFrank Martin Belz

chapter 6|14 pages

Innovation of Eco-Efficient Services

Increasing the Efficiency of Products and Services
ByKai Hockerts

chapter 7|17 pages

Management of Environmental New Product Development

ByDevashish Pujari, Gillian Wright

chapter 8|17 pages

Designing and Marketing Greener Products

The Hoover Case*
ByRobin Roy

chapter 9|21 pages


Rethinking Future Business Products and Services
ByColin Beard, Rainer Hartmann

chapter 10|17 pages

Green Alliances

Environmental Groups as Strategic Bridges to Other Stakeholders
ByCathy L. Hartman, Edwin R. Stafford, Michael Jay Polonsky

chapter 11|15 pages

How to Select Good Alliance Partners

ByEaswar S. Iyer, Sara Gooding-Williams

chapter 12|11 pages

Growing Credibility through Dialogue

Experiences in Germany and the USA*
ByKatharina Zöller

chapter 13|17 pages

Building Environmental Credibility

From Action to Words
ByLassi Linnanen, Elina Markkanen, Leena Ilmola

chapter 14|9 pages

Factors Affecting the Acquisition of Energy-Efficient Durable Goods

ByHannu Kuusela, Mark T. Spence

chapter 15|22 pages

Greening the Brand

Environmental Marketing Strategies and the American Consumer
ByDaniel S. Ackerstein, Katherine A. Lemon

chapter 16|20 pages

Environmental Performance: What is it Worth?

A Case Study of ‘Business-to-Business’ Consumers*
ByGraham Earl, Roland Clift

section 3|121 pages

Case Studies

chapter 17|9 pages

Coming out of their Shell

Brent Spar
ByAlan Neale

chapter 18|15 pages

The Body Shop International plc

The Marketing of Principles along with Products
ByKate Kearins, Babs Klÿn

chapter 19|16 pages

Greening Agroindustry in Costa Rica

A Guide to Environmental Certification
ByRebecca Winthrop

chapter 20|9 pages


A Success Story
BySonja Grabner-Kräuter, Alexander Schwarz-Musch

chapter 21|13 pages

Green Marketing of Green Places

The Tasmania Experience
ByDallas G. Hanson, Rhett H. Walker, John Steen

chapter 22|13 pages

Green Strategies in Developing Economies

A South-East Asian Perspective
ByJohn E. Butler, Suthisak Kraisornsuthasinee

chapter 23|11 pages

The Tainting of a Green Titan

The Petroleum Authority of Thailand
BySuthisak Kraisornsuthasinee, John E. Butler

chapter 24|19 pages

Green Power

Designing a Green Electricity Marketing Strategy
ByNorbert Wohlgemuth, Michael Getzner, Jacob Park

chapter 25|15 pages

Exploring Organisational Recycling Market Development

The Texas–Mexico Border
ByJohn Cox, Joseph Sarkis, Wayne Wells