Considering the growing pollution of the natural environment, one can come to the conclusion that current business practices are not designed for guaranteeing a bright future. Therefore, in business markets - especially in the mechanical engineering industry - moving towards environmental sustainability becomes increasingly crucial for business success. This book reveals, how "environmental sustainability" can be implemented and used effectively as a complementary B2B marketing message. At the beginning of this paper, defining the concept of sustainability and green marketing laid the basis...