Environmental Marketing : Strategies, Practice, Theory, and Research

ISBN-13: 9781560249283 / Angielski / Miękka / 1997 / 415 str.

Michael J. Polonsky; Alma T. Mintu-Wimsatt

Opis

Examines a range of issues that affect environmental behavior while providing materials and guidance to marketing decision makers. This title defines the potential roles of organizations, consumers, and governments and examines how these groups impact environmental factors through the marketing process.

Spis treści

Contents
Foreword

• Preface
• Section I: Introduction
• Ecological Imperatives and the Role of Marketing
• Section II: Re-Evaluating the Tenets of Marketing
• The Eco-Marketing Orientation: An Emerging Business Philosophy
• Environmental Marketing: Bridging the Divide Between the Consumption Culture and Environmentalism
• Marketing's Linear-Hierarchical Underpinning and a Proposal for a Paradigm Shift in Values to Include the Environment
• Section III: Profiling the Environmentally Conscious Consumer
• An Examination of the Conserving Consumer: Implications for Public Policy Formation in Promoting Conservation Behavior
• Eco-Attitudes and Eco-Behaviors in the New German States: A 1992 Perspective
• Ecologically Concerned Consumers and Their Product Purchases
• Implications of Understanding Basic Attitude Change Processes and Attitude Structure for Enhancing Pro-Environmental Behaviors
• Section IV: Green-Based Product Trends
• Green-Based Innovation: Sustainable Development in Product Management
• Section V: What About Green Advertising
• Cleaning Up Green Marketing Claims: A Practical Checklist
• A Classification Schema for Environmental Advertising Claims: Implications for Marketers and Policy Makers
• Section VI: Reverse Channel Systems
• A Typology of Reverse Channel Systems for Post-Consumer Recyclables
• Section VII: The Green Movement and Its Implications for Effective Marketing Strategy
• Behaviors of Environmentally Concerned Firms: An Agenda for Effective Strategic Development
• In Search of Market Segments for Green Products
• Section VIII: Green Strategy and Public Policy
• Voluntary Reaction to Green Policies Among Market-Mavens: An Application of the Parallel-Political Marketplace Conceptualization
• Section IX: Greening Within the Context of Macro-Marketing
• Green Marketing and Selling Brotherhood
• Section X: An International Case Study
• Environmental Issues in the Freight Transport Industry: A Qualitative Analysis of Key Stakeholders' Perceptions
• Section XI: Some Conclusions
• The Future of Environmental Marketing: Food for Thought
• Index
• Reference Notes Included

O autorze

William Winston, Alma T Mintu-Wimsatt