Green Marketing Management

ISBN-10: 0324789149
ISBN-13: 9780324789140
Edition: 2011
Authors: Robert Dahlstrom
List price: $114.95 Buy it from $16.94 Rent it from $20.08
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Description: GREEN MARKETING MANAGEMENT helps individuals make informed decisions about choices that impact the environment. This insightful new book provides a thorough introduction to the emerging field of green marketing management, including a useful  More...

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Book details

List price: $114.95
Copyright year: 2011
Publisher: Cengage South-Western
Publication date: 7/19/2010
Binding: Paperback
Pages: 360
Size: 8.00" wide x 10.00" long x 0.50" tall
Weight: 1.386
Language: English

GREEN MARKETING MANAGEMENT helps individuals make informed decisions about choices that impact the environment. This insightful new book provides a thorough introduction to the emerging field of green marketing management, including a useful exploration of the integral relationships among marketing strategy and action, macroeconomic sectors, and the environment. In addition to providing a detailed look at many green strategies, from environmentally friendly supply chains to the environmental implications of product creation, the book reviews the evolution of marketing and devotes considerable attention to the conditions for potential consumers to act in an ecologically responsible manner.

Hiam Kalel Gosaynie, a first-generation Arab-American poet and an English as a Second Language (ESL) secondary teacher in Dearborn, Michigan for 21 years, has been devoted to teaching students of diverse cultures, and writing poetry and stories. Since she was a young girl in the town of her birth—Saginaw—in Mrs. Becker’s 7th grade English class, as well as Mr. Thibadeau, her 10th grade English teacher, both of whom inspired Hiam to become a teacher, she has dreamed of changing lives with knowledge and the written word. She is a graduate of the American University of Beirut, Lebanon, where she earned her B.A. in English literature in 1983, Saginaw Valley State University, and Wayne State University, where she received an M.A. in Education, in 1996. Moreover, Hiam has continued to be fascinated by languages, different cultures and traditions, and the beauty of word (in songs, music and poetry) which express the subtle nuances of divinity within the soul—bridging the gap among cultures and races—and giving us all more tolerance, understanding, and love for each other and for life.

Introduction
An Overview of Green Marketing
Introduction to green marketing
Why study green marketing?
Groups that need to understand green marketing
An Overview of Strategic Green Planning
Green marketing planning
Incorporating a green perspective into the mission statement
Integrating a green mission into objectives, strategy, and marketing tactics
The interaction between strategy and the environment
Delivering value to all stakeholders
How this text is organized to help understand green marketing
The Consumption-Environment Interface
The Environment and Consumption
Understand the interaction between environment and consumption
Human influences on climate change
Understand sources of energy and their use across international regions
Human influences on the atmosphere
Human influences on water
Human influences on land
Human influences on biodiversity
The Environmental Effects of Consumption
Identify environmental action designed to reduce climate change
Understand efforts to influence the supply and demand for energy
Environmental action designed to reduce human influences on the atmosphere
Environmental action designed to reduce human influences on water
Environmental action designed to reduce human influences on land
Environmental action designed to reduce human influences on biodiversity
The role of energy conservation efforts to limit climate change and pollution
Providing Value Via Sustainable Marketing Strategies
Discovering Value via Market Analysis
Introduction
Market segmentation
Target marketing
Market positioning
Communicating Value
Introduction
Integrated marketing communication
Message strategy
Green branding
Certification labeling
Demarketing
Producing Value via Innovation
Introduction
Product innovation framework
Product innovation: Idea generation
Product innovation: Preliminary assessment
Product innovation: Business case preparation
Product innovation: Product development
Product innovation: Test market & validation
Product innovation: Full production & follow-up
Process innovation
Delivering Value via Sustainable Supply Cycle Strategies
Introduction
Diagnosing the elements of sustainable supply cycles
Benefits of sustainable supply cycles
Sustainable logistics
ISO 14000
Delivering Value in Retailing
Introduction
The central role of retailing in the supply cycles
Marketing sustainable product lines
Marketing sustainable consumption
Declaring Value via Sustainable Pricing Strategies
Introduction
Internal pricing constraints
Customer demand
Legal constraints
Competitive action
Corporate mission and pricing objectives
Pricing strategies
Macro-Economic Energy Consumption
The Role of Household Consumption
Influences of households on energy consumption
The consumer decision-making process
Sustainable marketing action designed to influence pre-purchase decisions
Sustainable marketing action designed to influence purchases
Sustainable marketing action designed to influence consumption
Sustainable marketing action designed to influence post-purchase decisions
Energy Consumption in the Services Sector
Introduction: Service sector contributors to carbon emissions
Non-food retailing
Food retailing
Offices and administrative buildings
Educational institutions
Health care
Lodging
Transportation
Introduction: Transportation sector contributors to carbon emissions
Personal modes of transportation
Mass transit
Freight transportation
The Role of Industrial Consumption
Primary industrial contributors to carbon emissions
Carbon emissions associated with steel production
Carbon emissions in the non-metallic minerals industry
Carbon emissions endemic to chemical production
Carbon emissions associated with the paper and pulp industries
Industrial standards that seek to limit carbon emissions
Green Marketing and Sustainability Reporting
Monitoring and Reporting Sustainability Efforts
Introduction
Benefits of reporting value
Reporting economic value
Reporting social value
Reporting environmental value
Benchmarking performance

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