Building on the strengths of the material published in the hugely successful first edition of Greener Marketing, this important new title examines on a global scale the progress of environmental marketing in the 1990s and considers how social issues are increasingly becoming critical factors in how corporations meet the ever-growing demands and expectations of customers.
Despite the fact that such issues are increasingly important in marketing activities around the world, it is difficult for practitioners to keep up to date with complex and rapidly changing information and ideas. The purpose of this book is to provide practitioners and academics with best-practice examples and actionable recommendations on how to implement and appraise green marketing activities. It will provide information and ideas for those involved in marketing on how to incorporate environmental and social considerations, as well as providing new perspectives on marketing for environmental managers.
To achieve a comprehensive viewpoint, the book is split into three sections. The first sets out the strategic issues and rationale for green marketing, the second addresses tactical issues in more detail, and the third provides detailed international case studies.
Topics addressed by the global set of contributors include the growing area of products versus services, environmental product development, green marketing alliances, environmental communications, green consumers, eco-tourism and environmental marketing in developing countries.
reener Marketing is not only a sequel to the successful first volume, but redefines global progress towards the successful marketing of greener products and services.
Table of Contents
Foreword Lutz-Günther Scheidt, Sony International, GermanyIntroduction Martin Charter and Michael Jay PolonskySection 1: Strategic developments1. Corporate environmentalism and the greening of strategic marketing: Implications for marketing theory and practice Subhabrata Bobby Banerjee, RMIT University, Australia2. Reviewing corporate environmental strategy: Patterns, positions and predicaments for an uncertain future Walter Wehrmeyer, University of Surrey, UK3. Rethinking marketing: Shifting to a greener paradigm Ken Peattie, Cardiff Business School, UKSection 2: greening the "marketing mix"4. Achieving Sustainability: Five strategies for stimulating out-of-the-box thinking regarding environmentally preferable products and services Jacquelyn A. Ottman, J. Ottman Consulting, Inc., USA5. Eco-Marketing 2005: Performance sales instead of product sales Frank Martin Belz, University of St Gallen, Switzerland6. Innovation of eco-efficient services: Increasing the efficiency of products and services Kai Hockerts, University of St Gallen, Switzerland7. Management of environmental new product development Devashish Pujari and Gillian Wright, University of Bradford, UK8. Designing and marketing greener products: The Hoover case Robin Roy, Open University, UK9. Eco-innovation: Rethinking future business products and services Colin Beard and Rainer Hartmann, Sheffield Hallam University, UK10. Green alliances: Environmental groups as strategic bridges to other stakeholders Cathy L. Hartman and Edwin R. Stafford, Utah State University, USA Michael Jay Polonsky, University of Newcastle, Australia11. How to select good alliance partners Easwar S. Iyer and Sara Gooding-Williams, University of Massachusetts, USA12. Growing credibility through dialogue: Experiences in Germany and the USA Katharina Zöller, Centre of Technology Assessment, Germany13. Building environmental credibility: From action to words Lassi Linnanen and Elina Markkanen, Gaia Network Oy, Finland Leena Ilmola, Promotiva Ltd, Finland14. Factors affecting the acquisition of energy-efficient durable goods Hannu Kuusela, University of Tampere, Finland Mark T. Spence, Southern Connecticut University, USA15. Greening the brand: Environmental marketing strategies and the American consumer Daniel S. Ackerstein, Walsh International, USA Katherine A. Lemon, Harvard Business School, USA16. Environmental performance: What is it worth?, A case study of "business-to-business" consumers Graham Earl, Arthur D. Little, UK Roland Clift, University of Surrey, UKSection 3: Case studies17. Coming out of their Shell: Brent Spar Alan Neale, East London Business School, UK18. The Body Shop International plc: The marketing of principles along with products Kate Kearins, University of Waikato, New Zealand Babs Klyn, Ministry of Commerce, New Zealand19. Greening agroindustry in Costa Rica: A guide to environmental certification Rebecca Winthrop, Cultural Solutions, USA20. ja!Natürlich: A success story Sonja Grabner-Kraeuter and Alexander Schwarz-Musch, University of Klagenfurt, Austria21. Green marketing of green places: The Tasmania experience Dallas G. Hanson, Rhett H. Walker and John Steen, University of Tasmania, Australia22. Green strategies in developing economies: A South-East Asian perspective John E. Butler, University of Washington, USA Suthisak Kraisornsuthasinee, Thammasat University, Thailand23. The tainting of a green titan: The Petroleum Authority of Thailand Suthisak Kraisornsuthasinee, Thammasat University, Thailand John E. Butler, University of Washington, USA24. Green power: Designing a green electricity marketing strategy Norbert Wohlgemuth and Michael Getzner, University of Klagenfurt, Austria Jacob Park, United Nations University, USA25. Exploring organisational recycling market development: The Texas-Mexico Border John Cox, Campbellsville University, USA Joseph Sarkis, Clark University, USA Wayne Wells, University of Texas-Brownsville, USABibliography