search query: @author Kilbourne, W.E. / total: 2
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| Author: | Kilbourne, W.E. |
| Title: | Green marketing: a theoretical perspective |
| Journal: | Journal of Marketing Management
1998 : JUL, VOL. 14:6, p. 641-655 |
| Index terms: | marketing environmental protection environmental policy sustainable development |
| Language: | eng |
| Abstract: | The transformation from industrial era marketing to sustainable green marketing is without any doubt both necessary and difficult. This study suggests that the contemporary green marketing theory which resides in the dominant social paradigm is limited in nature. Broader, multi-disciplinary approach is needed to promote real sustainable development. |
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