International Journal of Bank Marketing

Abstract

Examines the rationale for a green approach to marketing. Argues that banks can achieve competitive advantage through adopting a greening approach, and looks at the variety of responses which can be made to the increasing environmental concern of stakeholders. Examines areas where there is potential for banks to green their product range.

Citation

Ennew, C. and Mckechnie, S. (1992), "International Journal of Bank Marketing", Marketing Intelligence & Planning, Vol. 10 No. 7, pp. 8-9. https://doi.org/10.1108/EUM0000000001117