ABSTRACT
Environmental Marketing: Strategies, Practice, Theory, and Research is a timely resource for the 1990s. It examines a broad range of issues that affect environmental behavior while providing materials and guidance to marketing decisionmakers. It will guide your organization toward a decidedly “green” marketing movement, toward marketing concepts and tools that not only serve your organization's objectives but preserve and protect the environment as well.Environmental Marketing clearly defines the potential roles of organizations, consumers, and governments and examines how these groups impact environmental factors through the marketing process. The book helps you understand alternative perspectives to green marketing issues and, in turn, enables you to make clearer, more conscious decisions toward improving your environmental marketing performance.This resourceful text begins by defining the concept of environmental or “green” marketing and how the idea of a healthy planet and successful marketing strategies can co-exist. It discusses the consumer's behavior toward environmental products and how marketers can effectively educate them, the guidelines involved in doing so, and the consequences of failing to do so. The marketer's position on environmental changes in industry is examined along with alternatives for striking a balance between marketing objectives and environmental concerns. Finally, the book discusses the global response to environmental marketing and where multi-national organizations belong within this balance.Environmental Marketing is a book for all managers involved in decisions impacting the environment. It is also of great interest to public policymakers and academics who wish for quick insight into environmental marketing issues.
TABLE OF CONTENTS
part 1|20 pages
Introduction
part 2|53 pages
Re-Evaluating the Tenets of Marketing
chapter 3|18 pages
Environmental Marketing
part 3|102 pages
Profiling the Environmentally Conscious Consumer
chapter 5|23 pages
An Examination of the Conserving Consumer
part 4|20 pages
Green-Based Product Trends
part 5|42 pages
What about Green Advertising?
chapter 11|14 pages
A Classification Schema for Environmental Advertising Claims
part 6|28 pages
Reverse Channel Systems?
part 7|38 pages
The Green Movement and its Implications for Effective Marketing Strategy
chapter 13|23 pages
Behaviors of Environmentally Concerned Firms
part 8|35 pages
Green Strategy and Public Policy
chapter 15|33 pages
Voluntary Reaction to Green Policies Among Market-mavens
part 9|20 pages
Greening within the Context of Macro-Marketing
part 10|25 pages
An International Case Study
chapter 17|23 pages
Environmental Issues in the Freight Transport Industry
part 11|5 pages
Some Conclusions