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Green marketing

John Grant (Author of The Green Marketing Manifesto.)

Strategic Direction

ISSN: 0258-0543

Article publication date: 18 April 2008

Abstract

Purpose

This paper aims to look at how companies obtain a greener strategy.

Design/methodology/approach

This paper looks at the greening of corporate strategy in brands, setting standards, green marketin and networking resources.

Findings

The paper finds that there will be a low carbon economy soon to which companies will need to adapt. Sustainability is very important.

Originality/value

This paper provides useful suggestions as to the future of green marketing.

Keywords

Citation

Grant, J. (2008), "Green marketing", Strategic Direction, Vol. 24 No. 6, pp. 25-27. https://doi.org/10.1108/02580540810868041

Publisher

:

Emerald Group Publishing Limited

Copyright © 2008, Emerald Group Publishing Limited