Green Marketing in Emerging Markets Strategic and Operational Perspectives

Uitgever: Springer Nature Switzerland AG

Taal: Engels

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Engels
Hardcover
9783030740641
18 augustus 2021
290 pagina's

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Issues concomitant to green marketing such as consumer buying behaviour of green products, green integrated marketing communication, green product management, green initiatives in logistics social responsibility, greenwashing and the need for transparency, and green marketing orientations and firm performance, are covered in the book.

Green marketing has risen in prominence over recent years as corporations face calls to lower their carbon footprint, engage in socially responsible practices, and promote sustainable ways of conducting business. In emerging economies, social, economic, and environmental problems resulting from rapid industrialisation requires urgent attention. Promoting environmentally responsible practices through green marketing has been identified as a key solution.

This book provides theoretical and practical insights into how businesses in emerging economies can integrate green objectives into their marketing activities to achieve sustainable outcomes and attain green-focused goals. It discusses green marketing from strategic and operational perspectives, which considers target consumers, products, processes, promotion and sustainability of resources and presents the institutional logic of embedding greenness across organisational marketing activities. Issues concomitant to green marketing such as consumer buying behaviour of green products, green integrated marketing communication, green product management, green initiatives in logistics social responsibility, greenwashing and the need for transparency, and green marketing orientations and firm performance, are covered in the book. Ultimately, this collection contributes to and extends theoretical conversations on green marketing while also providing actionable recommendations for organisations and the larger society in emerging economies.

Chipo Mukonza is a Lecturer at the Tshwane University of Technology in Polokwane, South Africa.

Ogechi Adeola is an Associate Professor of Marketing at the Lagos Business School, Pan-Atlantic University, Nigeria.

Isaiah Adisa is a management researcher and consultant based in Nigeria.

Robert E. Hinson is a Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School.

Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, United Kingdom.

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Taal: en
Bindwijze: Hardcover
Oorspronkelijke releasedatum: 18 augustus 2021
Aantal pagina's: 290

Betrokkenen

Hoofdredacteur: Chipo Mukonza
Tweede Redacteur: Robert E. Hinson
Hoofduitgeverij: Springer Nature Switzerland AG

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Editie: 1st ed. 2021
Product breedte: 148 mm
Product lengte: 210 mm
Studieboek: Nee
Verpakking breedte: 148 mm
Verpakking hoogte: 210 mm
Verpakking lengte: 210 mm
Verpakkingsgewicht: 534 g

EAN

EAN: 9783030740641

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Categorieën: Managementboeken

Internationaal ondernemen

Ondernemerschap

Sales & Marketing

Boeken
Taal: Engels
Beschikbaarheid: Leverbaar
Boek, ebook of luisterboek?: Boek
Studieboek of algemeen: Studieboeken

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