Moreover, internet marketing can be a time and costsaving supplement to marketer overall marketing strategy. Science and policy for sustainable development green marketing. Green marketing mix as strategy to improve competitive. Journal of cultural marketing strategy is committed to publishing a broad spectrum of practical, methodological, and empirical articles that make a useful and substantive contribution to the field of cultural marketing. An introduction to green marketing michael jay polonsky department of management, university of newcastle, newcastle nsw 2308, australia. The 50% discount is offered for all ebooks and ejournals purchased on igi globals online bookstore. Marketing planning advocates have argued that adoption of marketing planning technology provides for decision making that is more comprehensive, rational and objective, and that this leads to more appropriate resource allocations and improved organizational performance.
Ottman the new rules of green marketing o t t m a n greenleaf publishing aizlewoods mill, nursery street, sheffield s3 8gg, uk. Greening the marketing mix a case study of the rockwool group authors. Pdf green marketing movement, much as green consumption, reflects businesses. The impact of green marketing strategy on the firms performance. The marketing mix, also known as the four ps of marketing, is the combination of product a tangible good or intangible service that is marketed to a consumer. Internet for marketing to consumers depends to a large extent on the characteristics of the products and services being marketed peterson, et al. This discount cannot be combined with any other discount or promotional offer. Green marketing is becoming a trend, and many companies have implemented it as a strategy for winning the market. The nature of marketing strategy university of dayton. Analyzing the effectiveness of marketing strategies in the. Marketing strategies aim at increasing the sales of a company, by the sociological and. A study of the impact of green marketing on consumer. Gupta 2006, 5 but thinking and acting in a responsible way means.
Journal of cultural marketing strategy henry stewart. This is followed by a discussion of the association between a brand and countryoforigin, before scrutinising the chocolate industry. Effects of internet marketing strategies on sale of. This is a conceptual paper to study the impacts of green marketing strategy on the malaysian certified iso 14001 environmental management system firms performance. All people do have needs because these are basic human requirements. It is in corporate strategy, management identifies the business in which the comp any will be involved in. Worldwide faculty perceptions of marketing journals. This work represents one of the first efforts to provide a compendium of studies and analysis of green marketing and consumerism in china. Why and how companies integrate environmental sustainability. The study established that green marketing strategy has a positive effect on corporate image and on business performance. Green marketing, marketing mix, green marketing strategies abstract purpose. To identify the importance and need of green marketing. To study the present scenario and opportunities of green marketing and to study the issues faced by green marketers. In the managerially oriented studies that dominate the field of green marketing, the focus is on understanding how to accomplish the marketing of green products in an efficient and profitable manner see also ahlstrom et al.
To introduce the definition and concepts of green marketing. Smart business houses have accepted green marketing as a part of their strategy. Moreover, green marketing mix strategy is revealed as an excellent strategy to enhance competitive advantage in term of companys green image. Journal of the academy of marketing science, 39, 5570. Scholarly articles ecolabelling as a marketing tool for. Jacquelyn ottman has yet again written an indispensable book about green marketing. To study the challenges and prospects of green marketing. Its written in a punchy, fastpaced style and each page is full to the brim of wise guidance, with references to just about any company, i think, that has ever done anything remotely green. The customer is the pivot of marketing and all efforts must address meeting customer needs exceedingly. Drucker, back in 1960, described consumerism as challenging four key assumptions about marketing and these are worth revising in relation to the green challenge peattie, 2001a. Chapter 4 will provide the methods for the data collection and data analysis. Asiapacific journal of management research and innovation, 8, 1 2012.
Literature has suggested several domains in which construction firm performance may be measured mbugua, harris, holt, and olomolaiye, 1999. To study the present scenario and opportunities of green marketing and. To understand the strategy needed for successful green marketing. The influence of green marketing strategies on business. Green marketing intervention strategies and sustainable.
Green marketing refers to holistic marketing concept wherein the production, marketing consumption that is detrimental to the environment with growing awareness about the implication of global warming, nonbiodegradable solid waste, harmful pollutants etc. One may say, that green washing is a popular marketing strategy to promote services and products as ecofriendly and is just a fashionable label while in reality there is no real impact on the ecological footprint of the vendor or the customer. Marketing has developed and widened its scope towards ecological issues from focusing on the production process, transaction and exchange. Other than that, the green consumer and branding will be discussed in further in this paper as this will attract more consumers. Jennifer kaplan, author of greening your small business finally, the book that we need for a 21stcentury approach to marketing. The nature of marketing strategy if the central activity of marketers is to facilitate exchange, and if markets use the marketing mix as their primary tools for doing so, then it follows that a planned, reasoned, and systematic approach to using the marketing mix tools would be more likely to yield success than an unplanned and haphazard. Ebooks and ejournals are hosted on igi globals infosci platform and available for pdf andor epub download on a perpetual or subscription basis. Marketing planning, market orientation and business performance. Macro and micro influences on organizational marketing of. The author will go through the findings of each company individually before drawing them together in.
Argues that green marketing is taking shape as one of the key business strategies of the future, and that the increasing environmental consciousness makes it incumbent on consumer marketers not just to respond to it, but to lead the way in environmental programs. Customer satisfaction and green marketing customer satisfaction has been defined in two basic ways. Different initiatives have been considered to support environmental programme and practices. Pdf the impact of green marketing on customer satisfaction. The author will go through the findings of each company individually before drawing them together in the data analysis. It introduces or reinforces a marketing message while pushing a user to another profile or business site. This paper addresses the failure of contemporary green marketing to move beyond the limitations of the prevailing paradigm. There is more than one definition of green marketing tjarnemo, 2001, p. The impact of green marketing strategy on the firms. Jaime riveracamino 12 said that stakeholders in green marketing include the plant, various animals, plant species and the future generations.
Lastly, firm will be benefited once green marketing strategy is applied. Drawing from past research and an analysis of the marketing appeals and. An empirical study on the factors influencing international. The impact of green marketing on customer satisfaction and. Effective policies and strategies then must recognize the crisis as one of paradigms. The new rules of green marketing is a mustread for every marketer. A consumers need is the fundamental reason for making a buying decision. The key to successfully using green marketing strategies requires you to use every opportunity available to inform your target market that you. It focuses on the role of countryoforigin, product diversification and scenarios, and provides a historical overview of the industry.
Baumgartner and pieters 2003 used citation counts in three time periods 19661967, 19811982, and 19961997 to rank marketing journals. Its goal is to capture and preserve the intellectual. Collaboration, community, green marketing, marketing smarter, marketing tips, small business profiling green moms. In green selling strategy also, no change in the product is. He s been featured in over 250 di erent publications. Small business marketing strategy based on mcdonalds gerhardt, steve tarleton state university hazen, samuel tarleton state university lewis, sue tarleton state university abstract as individuals decide to open or pursue a small business, an important issue is how to acquire sales or increase monthly revenues coming into the business.
Sean has been featured on cnn, bbc, itv, on numerous radio stations and has contributed to many newspapers. Keywords green marketing, environmental management, stakeholder analysis. Sean is the founder of the internet marketing academy which aims to improve the standards of internet marketing around the globe. Some evidence of this is the development of journals such as business strategy and the environment and. Using customer equity to focus marketing strategy the authors present a unified strategic framework that enables competing marketing strategy options to be traded. Even till dated it has not been inculcated a must be taught subject in all most all management and related higher education level but one business area where environment issues have received a great deal of importance is marketing. In the future, green marketing will be a necessary aspect of the business world. The data collection consists of several semistructured interviews. Gaps are identified and future research directions based on marketing strategy, international comparisons, and green consumerism are all included in the discussion and analysis.
What marketers need to know andrea learned we are in a perfect storm brought on by the economic downturn, emerging consumer interest in sustainability, and the power of social media. Toolkit the water and sanitation program is a multidonor partnership administered by the world bank to support poor people in obtaining affordable, safe, and sustainable access to water and sanitation services. This is a conceptual paper to study the impacts of green marketing strategy on the. The key to successfully using green marketing strategies requires you to use every opportunity available to. Hult, neese, and bashaw 1997 conducted a survey of the marketing professorate to assess the importance of journals in disseminating marketing knowledge. Pdf green marketing strategies, sustainable development. Businesses that want to appeal to environmentally conscious buyers may find green marketing strategies are a powerful way to reach this segment.
Introductory guide to sanitation marketing developing a marketing strategy water and sanitation program. The misconception of green marketing by majority of people makes its definition very critical, yet defining green marketing is not a simple task. These findings provide real estate developer company with useful. The current green marketing literature only touches upon certain aspects of the marketing mix, but there are no recognized studies that provide guidelines on how to green the marketing mix. John grant, author of the green marketing manifesto and co. Companies require new marketing tools that help to reach the environmentally friendly customers. Rashad yazdanifard, et al 2011 9, in their paper entitled the impact of green marketing on customer satisfaction and environmental safety concluded that green showcasing is a device for.
The new rules of green marketing is a book you have to read from end to end. To discuss the need for green marketing in india from different perspectives. Since, internet marketing is the component of marketing. Due to the increasing recognition of green marketing especially in emerging nations, the key focus of this study is to investigate the impact of green marketing on consumer purchasing patterns and decision making in telangana, india. Green marketing articles page 1 marketing resources. Abstract corporate marketing planning is the process by which an organization sets its longterm priorities regarding products and markets in order to enhance the value of the overall company.