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Green Marketing in Emerging Markets : Strategic and Operational Perspectives by Chipo Mukonza,Robert E. Hinson,Ogechi Adeola,Isaiah Adisa,Emmanuel Mogaji,Ayça Can Kirgiz (eds.) is a nonfiction available to read on EtoBox.

What is Green Marketing in Emerging Markets : Strategic and Operational Perspectives about?

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 t

Who reads Green Marketing in Emerging Markets : Strategic and Operational Perspectives?

Author

Chipo Mukonza,Robert E. Hinson,Ogechi Adeola,Isaiah Adisa,Emmanuel Mogaji,Ayça Can Kirgiz (eds.)

Publisher

Springer International Publishing : Imprint: Palgrave Macmillan

Published

2021

Language

EN

ISBN

9783030740641

Category

nonfiction

Subjects

Marketing, Business, Management