Electronic Resource

Green Marketing in Emerging Markets

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Penilaian

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Green marketing has risen in prominence over recent years as corporations face calls to lower their carbon footprint, engage in socially responsible practices, and promote sustainable ways of conducting business. In emerging economies, social, economic, and environmental problems resulting from rapid industrialisation requires urgent attention. Promoting environmentally responsible practices through green marketing has been identified as a key solution.

This book provides theoretical and practical insights into how businesses in emerging economies can integrate green objectives into their marketing activities to achieve sustainable outcomes and attain green-focused goals. It discusses green marketing from strategic and operational perspectives, which considers target consumers, products, processes, promotion and sustainability of resources and presents the institutional logic of embedding greenness across organisational marketing activities. Issues concomitant to green marketing such as consumer buying behaviour of green products, green integrated marketing communication, green product management, green initiatives in logistics social responsibility, greenwashing and the need for transparency, and green marketing orientations and firm performance, are covered in the book. Ultimately, this collection contributes to and extends theoretical conversations on green marketing while also providing actionable recommendations for organisations and the larger society in emerging economies.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2108000354	EB0005100	658.8 Gre	Central Library (OPAC)	Available

Detail Information

Series Title

-

Call Number

658.8 Gre

Publisher

: Palgrave Macmillan Cham., 2021

Collation

xix, 209p.:ill

Language

English

ISBN/ISSN

978-3-030-74065-8

Classification

658.8

Content Type

Ebook

Media Type

-

Carrier Type

online resource

Edition

1

Subject(s)

Marketing

Specific Detail Info

-

Statement of Responsibility

BRF

Other version/related

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