Environmental Marketing: Strategies, Practice, Theory, and Research

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Psychology Press, 1995 - Business & Economics - 415 pages
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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.
 

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Contents

Ecological Imperatives and the Role
3
Government Intervention for Sustainable Development nbrl
18
Purpose
24
Support for an EcoMarketing Orientation as a Strategic
30
Bridging
37
A Holistic View
46
Conclusion
52
Critique of the LinearHierarchical Model
59
Implications of Understanding Basic Attitude
155
GREENBASED PRODUCT TRENDS
179
OverHyped Greening and Consumer Skepticism
185
Conclusion Without Closure
194
A Classification Schema for Environmental
225
A Typology of Reverse Channel Systems
241
THE GREEN MOVEMENT AND
267
In Search of Market Segments
293

Merging the Two Models
65
PROFILING THE ENVIRONMENTALLY
75
EcoAttitudes and EcoBehaviors in the
101
Findings
107
Discussion
113
Ecologically Concerned Consumers
119
Voluntary Reaction to Green Policies
307
GREENING WITHIN THE CONTEXT
341
The Barriers to Cooperation
347
Implications
358
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About the author (1995)

Michael Jay Polonsky (Ph.D) is an Alfred Deakin Professor and Chair in Marketing within the School of Management and Marketing at Deakin University, Melbourne, Australia. Prior to taking up this position, he was the Melbourne Airport Chair in Marketing within the School of Tourism, Hospitality and Marketing at Victoria University, and he has also taught at the University of Newcastle (Australia), Charles Sturt University (Australia), Massey University (New Zealand), the University of the Witwatersrand (South Africa), and Temple University (United States). He has a Ph.D from the Australian Catholic University, two master s degrees from Rutgers University and Temple University as well as a BS from Towson State University. Michael s areas of research include environmental marketing/management, stakeholder theory, ethical and social issues in marketing, cross-cultural studies, and marketing education. He has published extensively across these areas authoring or co-authoring over 140 journal articles and presented more than 140 presentations at national and international conferences.

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