Strategic green marketing
6569
Abstract
Argues that “Green Marketing” is taking shape as one of the key business strategies of the future, and that the increasing environmental consciousness makes it incumbent on consumer marketers not just to respond to it, but to lead the way in environmental programs. Sets forth the need and recommendations for incorporating environmental concerns into strategic marketing planning of the organisation.
Keywords
Citation
McDaniel, S.W. and Rylander, D.H. (1993), "Strategic green marketing", Journal of Consumer Marketing, Vol. 10 No. 3, pp. 4-10. https://doi.org/10.1108/07363769310041929
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited