Green marketing

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.

Citation

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