search query: @author Davis, J. J. / total: 2
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| Author: | Davis, J. J. |
| Title: | A blueprint for green marketing |
| Journal: | Journal of Business Strategy
1991 : JUL-AUG, VOL. 12:4, p.14-17 |
| Index terms: | ENVIRONMENTAL PROTECTION MARKETING CORPORATE IMAGE STRATEGIC PLANNING PRODUCT POLICY PROFITABILITY |
| Language: | eng |
| Abstract: | A corporate plan should incorporate the following features: (1) corporate environmental orientation is explicitly stated; (2) environmental planning is an integral part of the corporation's long-term strategic planning process; (3) it is acknowledged that the total corporate image is on the line; (4) profitability is maintained, but the environment is not exploited. Green marketing claims are: (1) conservatively interpret existing legal guidelines; (2) be specific about where the environmental benefit in the product or service lies; (3) be specific about environmental benefits and provide definitional support. |
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