Designed for practical use, this guide profiles the experiences of actual companies, among them McDonald's and AT&T, who have successfully capitalized on the unique marketing opportunities inherent in environmentalism. By showing which strategies work and why many backfire, the book establishes a bold new framework for marketing approaches in the competitive 1990s.
Environmental Marketing: Strategies, Practice, Theory, and Research is a timely resource for the 1990s. It examines a broad range of issues that affect environmental behavior while providing materials and guidance to marketing decisionmakers. It will guide your organization toward a decidedly “green” marketing movement, toward marketing concepts and tools that not only serve your organization's objectives but preserve and protect the environment as well. Environmental Marketing clearly defines the potential roles of organizations, consumers, and governments and examines how these groups impact environmental factors through the marketing process. The book helps you understand alternative perspectives to green marketing issues and, in turn, enables you to make clearer, more conscious decisions toward improving your environmental marketing performance. This resourceful text begins by defining the concept of environmental or “green” marketing and how the idea of a healthy planet and successful marketing strategies can co-exist. It discusses the consumer's behavior toward environmental products and how marketers can effectively educate them, the guidelines involved in doing so, and the consequences of failing to do so. The marketer's position on environmental changes in industry is examined along with alternatives for striking a balance between marketing objectives and environmental concerns. Finally, the book discusses the global response to environmental marketing and where multi-national organizations belong within this balance. Environmental Marketing is a book for all managers involved in decisions impacting the environment. It is also of great interest to public policymakers and academics who wish for quick insight into environmental marketing issues.
In modern society, it has become increasingly important to consumers that their products be environmentally safe. Green marketing is the most efficient way for corporations to convey that their merchandise is environmentally ethical, which in turn increases profit. Green Marketing and Environmental Responsibility in Modern Corporations is a comprehensive resource for the latest material on the methods and techniques that contemporary industries are employing to raise awareness on sustainable products. Featuring comprehensive coverage across a range of relevant topics such as green consumption, organic food products, supply chain performance, and ecological marketing, this publication is an ideal reference source for professionals, practitioners, academics, and researchers interested in the latest material on sustainable corporate operations.
Social marketing takes key marketing principles and applies them to campaigns and efforts to influence social action. In Social Marketing to Protect the Environment, the focus turns to the environment, and how social marketing can be successful to change environmental behaviour. The text begins with a definition of the Social Marketing Model and includes a discussion of various tools that can be used to develop social marketing strategies. It then moves into sections on Residential-Related Behaviours and Commercial-Related Behaviours. These sections follow a consistent format and: - Describe a variety of environmental issues - Give examples of the numerous changes in behaviours and/or practices that would contribute to reducing the problem - Provide mini-cases that illustrate the successful use of social marketing principles along with tools to influence this behaviour in similar situations - Review what worked and what could have been improved. A final section provides future directions and recommendations.
The highly acclaimed manual for changing everyday habits-now in an all-newthird edition! We are consuming resources and polluting our environment at a rate that is outstripping our planet's ability to support us. To create a sustainable future, we must not only change our own actions, we must educate and encourage those around us to change theirs. If one individual recycles his plastic containers, the impact is minimal. But if an entire community recycles, enormous amounts of resources are saved. How then do we go about transforming people's good intentions into action? Fostering Sustainable Behavior explains how the field of community-based social marketing has emerged as an effective tool for encouraging positive social change. This completely revised and updated third edition contains a wealth of new research, behavior change tools, and case studies. Learn how to: target unsustainable behaviors, and identify the barriers to change understand various commitment strategies communicate effective messages enhance motivation and invite participation. The strategies introduced in this ground-breaking manual are an invaluable resource for anyone interested in promoting sustainable behavior, including environmental conservation, recycling and waste reduction, water and energyefficiency and alternative transportation.
This text provides a study of how environmental concerns affect the principles and practice of marketing and how the marketing function is affected by environmental concerns. It examines how aspects of marketing can be applied to developing and implementing greener strategies.
This comprehensive work, covering a wide spectrum of the marketing environment, provides a fundamental basis to marketing geography for those concerned with market research, comparative and international marketing, and the study of economic geography. The book focusses on the spatial patterns and processes in marketing, and the development conflicts occur in the marketing system, and how evolution and change in marketing systems is realised through the resolution of these conflicts. The major sectors and institutions in the marketing system are described and a detailed study is made of the ways they change and interact.
This volume provides a new look at marketing, and in particular the move to establish ostensibly 'green' marketing. Presenting evidence from extensive case studies, these concerns are addressed through an examination of managers' and employees' understanding of the green marketing activities and processes that take part in their organisations.
How can we facilitate more effective, efficient, equitable and sustainable solutions to the problems that confound our communities and world? Social marketing guru R. Craig LeFebvre weaves together multi-level theories of change, research and case studies to explain and illustrate the development of social marketing to address some of society’s most vexing problems. The result is a people-centered approach that relies on insight and empathy as much as on data for the inspiration, design and management of programs that strive for changes for good. This text is ideal for students and professionals in health, nonprofit, business, social services, and other areas. “This is it -- the comprehensive, brainy road map for tackling wicked social problems. It’s all right here: how to create and innovate, build and implement, manage and measure, scale up and sustain programs that go well beyond influencing individual behaviors, all the way to broad social change in a world that needs the help.”—Bill Novelli, Professor, McDonough School of Business, Georgetown University, former CEO, AARP and founder, Porter Novelli and the Campaign for Tobacco-Free Kids “I’m unaware of a more substantive treatise on social marketing and social change. Theoretically based; pedagogically focused; transdisciplinary; innovative; and action oriented: this book is right for our time, our purpose, and our future thinking and action.”—Robert Gold, MS, PhD, Professor of Public Health and Former Dean of the School of Public Health at the University of Maryland, College Park “This book -- like its author -- is innovative and forward-looking, yet also well-grounded in the full range of important social marketing fundamentals.”—Edward Maibach, MPH, PhD, University Professor and Director, Center for Climate Change Communication, George Mason University
The skilful organization of green marketing promotes spreading of ecologically balanced kinds of manufactures and distribution under conditions of emergence of new ecological needs. The teaching manual covers research of prospects, problems and particularities of eco-marketing development in the conditions of modern domestic economy. Environmental marketing development is facilitated by emergence of experts with theoretical knowledge and having practical skills of application of eco-marketing in activity of enterprises. Preparation of such experts will allow improving environmental and economic efficiency of activity of enterprises, their image, and also image of branches, regions and the country as a whole at the international level. The overall aim of this book is to provide knowledge of basic provisions, principles, methods and special features of realization of environmental marketing.
