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Focusing on the shift toward 'green' marketing, this volume presents extensive case studies that offer fresh insights into contemporary marketing strategies. It examines the motivations behind eco-friendly branding and its impact on consumer behavior, providing a critical analysis of how businesses can authentically engage with sustainability. The book highlights the complexities and challenges of implementing green marketing effectively in today's marketplace.
Nákup knihy
Marketing, Morality and the Natural Environment, Andrew Crane
- Jazyk
- Rok vydania
- 2007
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- Titul
- Marketing, Morality and the Natural Environment
- Jazyk
- anglicky
- Autori
- Andrew Crane
- Vydavateľ
- Taylor & Francis
- Rok vydania
- 2007
- Väzba
- mäkká
- Počet strán
- 218
- ISBN13
- 9780415439619
- Kategórie
- Stará reklama, Ekológia
- Anotácia
- Focusing on the shift toward 'green' marketing, this volume presents extensive case studies that offer fresh insights into contemporary marketing strategies. It examines the motivations behind eco-friendly branding and its impact on consumer behavior, providing a critical analysis of how businesses can authentically engage with sustainability. The book highlights the complexities and challenges of implementing green marketing effectively in today's marketplace.