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| Author: | Polonsky, M. J. Rosenberger, P. J. III |
| Title: | Reevaluating Green Marketing: A Strategic Approach |
| Journal: | Business Horizons
2001 : SEP-OCT, VOL. 44:5, p. 21-30 |
| Index terms: | STRATEGY MARKETING ECOLOGY |
| Language: | eng |
| Abstract: | The subjects of this paper are marketing and green marketing. The author reevaluates the nature of the business-to-consumer transaction process when adopting green marketing. The paper considers external and internal pressures to green marketing and discusses the levels of the marketing strategy. The paper also pays an attention to the implementation of green marketing strategies and tactics and its implications. The authors state that a complex and integrated strategic tool, "true" green marketing has moved beyond the simple ecological posturing of 20 years ago. The paper provides a substantial list of references on this subject. |
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