Greener Marketing
A Global Perspective on Greening Marketing Practice
Edited by Martin Charter and Michael Jay Polonsky
20% discount on this titleJuly 1999 432 pp 234 x 156 mm
hardback
ISBN 978-1-874719-14-4
£35.00 £28.00
An invaluable learning resource for businesses interested in increasing their future profitability and learning from the best practice of those companies who have been pioneers in the movement towards Total Quality Management.
"The international team of contributors assembled here provide an impressive 25 chapters on strategic development, 'greening' the marketing mix and case studies that demonstrate that innovation is the key to sustainability."
Lutz-Günther Scheidt
Building on the strengths of the material published in the hugely successful first edition of Greener Marketing, this important new title examines on a global scale the progress of environmental marketing in the 1990s and considers how social issues are increasingly becoming critical factors in how corporations meet the ever-growing demands and expectations of customers.
Despite the fact that such issues are increasingly important in marketing activities around the world, it is difficult for practitioners to keep up to date with complex and rapidly changing information and ideas.
The purpose of this book is to provide practitioners and academics with best-practice examples and actionable recommendations on how to implement and appraise green marketing activities. It will provide information and ideas for those involved in marketing on how to incorporate environmental and social considerations, as well as providing new perspectives on marketing for environmental managers.
To achieve a comprehensive viewpoint, the book is split into three sections. The first sets out the strategic issues and rationale for green marketing, the second addresses tactical issues in more detail, and the third provides detailed international case studies.
Topics addressed by the global set of contributors include the growing area of products versus services, environmental product development, green marketing alliances, environmental communications, green consumers, eco-tourism and environmental marketing in developing countries.
Greener Marketing is not only a sequel to the successful first volume, but redefines global progress towards the successful marketing of greener products and services.
Greener Marketing: A Global Perspective on Greening Marketing
Practice is a practical guide for the business executive, manager and
business student who wants to learn what the winners are doing and how to be
successful in communicating to the market. The international team of
contributors assembled here provide an impressive 25 chapters on strategic
development, 'greening' the marketing mix and case studies that demonstrate that
innovation is the key to sustainability.
Lutz-Günther
Scheidt, Director, Environmental Center Europe, Sony International (Europe)
GmbH
Foreword
Lutz-Günther Scheidt, Sony International, Germany
Introduction by Charter and Polonsky
Martin Charter and Michael Jay Polonsky
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This item available in PDF format 4pp £5.00 1. Corporate Environmentalism and the Greening of Strategic Marketing: Implications for Marketing Theory and Practice
Subhabrata Bobby Banerjee, RMIT University, Australia
2. Reviewing Corporate Environmental Strategy: Patterns, Positions and Predicaments for an Uncertain Future
Walter Wehrmeyer, University of Surrey, UK
3. Rethinking Marketing: Shifting to a Greener Paradigm
Ken Peattie, Cardiff Business School, UK
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This item available in PDF format 14pp £5.00 4. Achieving Sustainability: Five Strategies for Stimulating Out-of-the-Box Thinking Regarding Environmentally Preferable Products and Services
Jacquelyn A. Ottman, J. Ottman Consulting, Inc., USA
5. Eco-Marketing 2005: Performance Sales instead of Product Sales
Frank Martin Belz, University of St Gallen, Switzerland
6. Innovation of Eco-Efficient Services: Increasing the Efficiency of Products and Services
Kai Hockerts, University of St Gallen, Switzerland
7. Management of Environmental New Product Development
Devashish Pujari and Gillian Wright, University of Bradford, UK
8. Designing and Marketing Greener Products: The Hoover Case
Robin Roy, Open University, UK
9. Eco-Innovation: Rethinking Future Business Products and Services
Colin Beard and Rainer Hartmann, Sheffield Hallam University, UK
10. Green Alliances: Environmental Groups as Strategic Bridges to Other Stakeholders
Cathy L. Hartman and Edwin R. Stafford, Utah State University, USA, and Michael Jay Polonsky, University of Newcastle, Australia
11. How to Select Good Alliance Partners
Easwar S. Iyer and Sara Gooding-Williams, University of Massachusetts, USA
12. Growing Credibility through Dialogue: Experiences in Germany and the USA
Katharina Zöller, Centre of Technology Assessment, Germany
13. Building Environmental Credibility: From Action to Words
Lassi Linnanen and Elina Markkanen, Gaia Network Oy, Finland, and Leena Ilmola, Promotiva Ltd, Finland
14. Factors Affecting the Acquisition of Energy-Efficient Durable Goods
Hannu Kuusela, University of Tampere, Finland, and Mark T. Spence, Southern Connecticut University, USA
15. Greening the Brand: Environmental Marketing Strategies and the American Consumer
Daniel S. Ackerstein, Walsh International, USA, and Katherine A. Lemon, Harvard Business School, USA
16. Environmental Performance: What is it Worth?, A Case Study of 'Business-to-Business' Consumers
Graham Earl, Arthur D. Little, UK, and Roland Clift, University of Surrey, UK
17. Coming out of their Shell: Brent Spar
Alan Neale, East London Business School, UK
18. The Body Shop International plc: The Marketing of Principles along with Products
Kate Kearins, University of Waikato, New Zealand, and Babs Klyn, Ministry of Commerce, New Zealand
19. Greening Agroindustry in Costa Rica: A Guide to Environmental Certification
Rebecca Winthrop, Cultural Solutions, USA
20. ja!Natürlich: A Success Story
Sonja Grabner-Kraeuter and Alexander Schwarz-Musch, University of Klagenfurt, Austria
21. Green Marketing of Green Places: The Tasmania Experience
Dallas G. Hanson, Rhett H. Walker and John Steen, University of Tasmania, Australia
22. Green Strategies in Developing Economies: A South-East Asian Perspective
John E. Butler, University of Washington, USA, and Suthisak Kraisornsuthasinee, Thammasat University, Thailand
23. The Tainting of a Green Titan: The Petroleum Authority of Thailand
Suthisak Kraisornsuthasinee, Thammasat University, Thailand, and John E. Butler, University of Washington, USA
24. Green Power: Designing a Green Electricity Marketing Strategy
Norbert Wohlgemuth and Michael Getzner, University of Klagenfurt, Austria, and Jacob Park, United Nations University, USA
25. Exploring Organisational Recycling Market Development: The Texas-Mexico Border
John Cox, Campbellsville University, USA, Joseph Sarkis, Clark University, USA, and Wayne Wells, University of Texas-Brownsville, USA
Bibliography
This item available in PDF format for free download 
This item available in PDF format for free download