Green Marketing Strategies

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One business area where environmental issues have received a great deal of discussion is marketing. When the society becomes more concerned with the natural environment, businesses have begun to modify their behaviour to address the society’s “new” concerns. Terms like “Green Marketing” and “Environmental Marketing” have become more popular. Many Governments around the world have become so concerned about green marketing activities that they have attempted regulation. Unfortunately, majority of the people believe that green marketing refers solely to the promotion or advertising of products with environmental characteristics. Pesticide free, Phosphate free, Recyclable, Refillable, Ozone-friendly and environment-friendly are some of the terms consumers most often associate with green marketing. Thus, green marketing incorporates a broad range of activities, including product modification, changes in the production process, packaging changes, as well as modification of advertising. This book captures the history of green marketing since the early 1990s and provides a strategy of both theory and practice in order to understand how the marketing discipline may yet contribute to progress towards greater sustainability. The market of ecological or green products is growing exponentially at global level with a focus on international marketing strategies of eco-companies. The book highlights the issues surrounding the marketing of ecological products in the international marketplace, the challenges and opportunities for the eco-companies for international marketing, including some case studies. Issues related to product modification, changes in the production process, labeling and packaging changes, modifying advertisement, certification for international market that conform to the green marketing norms are also dealt with.

ABOUT THE AUTHOR Amitabha Ghose

Amitabha Ghose holds an MBA degree with specialization in Marketing and Export Management from Indian Institute of Business Management, Patna and MDP in Marketing using IT and the Internet from IIM Calcutta. Besides these, he is also a member of the Calcutta Management Association, Kolkata. He has over 15 years of corporate experience in the area of sales, marketing and export, market research, channel development, branding and strategic management. He is currently working as Faculty Member at Icfai Business School Research Centre, Kolkata. Prior to joining Icfai, he was working with Tata Group Co in various capacities, including Sales Manager for eastern region and SAARC countries. He later joined in the marketing division of Indian Oil Petronas (PSU-Malaysian MNC JV Co.) with national responsibility. He also worked for an FMCG company and a Management Consultancy firm in the capacity of Regional Manager. His research areas of interest include - competitive intelligence in the global economy, marketing strategy, global branding, retailing, mergers and acquisitions and strategic management.

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Bibliographic information

Title
Green Marketing Strategies
Author
Edition
1st ed.
Publisher
ISBN
9788131414422
Length
232p.
Subjects