This volume provides a new look at marketing, and in particular the move to establish ostensibly 'green' marketing. Presenting evidence from extensive case studies, these concerns are addressed through an examination of managers' and employees' understanding of the green marketing activities and processes that take part in their organisations.
1. Introduction 2. Marketing and morality: perspectives and issues 3. Exploring moral meaning in green marketing 4. Conventional companies 5. Social mission companies 6. Business - NGO collaboration 7. Green marketing and morality: evidence from three approaches 8. Amoralization, moralization, marketing and the natural environment