Green Marketing Management

Cover Page......Page 1
Title Page......Page 4
Copyright Page......Page 6
Dedication......Page 7
Brief Contents......Page 9
Preface......Page 15
Contents......Page 11
Part I: Introduction......Page 21
A. Introduction to Green Marketing......Page 23
B. Why Study Green Marketing?......Page 28
C. Groups That Need to Understand Green Marketing......Page 34
A. Green Marketing Planning......Page 39
B. Incorporating a Green Perspective into the Mission Statement......Page 42
C. Integrating a Green Mission into Objectives, Strategy, and Marketing Tactics......Page 44
D. The Interaction Between Strategy and the Environment......Page 45
E. Delivering Value to All Stakeholders......Page 46
F. How This Text Is Organized to Help You Understand Green Marketing......Page 48
Part II: The Consumption–Environment Interface......Page 53
A. Understand the Interaction Between Environment and Consumption......Page 55
B. Human Activity and Climate Change......Page 57
C. Understand Sources of Energy and Their Use Across International Regions......Page 63
D. Human Activity and the Atmosphere......Page 65
E. Human Activity and Water......Page 68
F. Human Activity and Land......Page 72
G. Human Activity and Biodiversity......Page 74
A. Identify Environmental Action Designed to Reduce Climate Change......Page 80
B. Understand Efforts to Influence the Supply and Demand for Energy......Page 84
C. Environmental Action Designed to Reduce Human Influences on the Atmosphere......Page 95
D. Environmental Action Designed to Reduce Human Influences on Water......Page 97
E. Environmental Action Designed to Reduce Human Influences on Land......Page 100
F. Environmental Action Designed to Reduce Human Influences on Biodiversity......Page 102
G. The Role of Energy Conservation Efforts to Limit Climate Change and Pollution......Page 103
Part III: Providing Value via Sustainable Marketing Strategies......Page 111
A. Introduction......Page 113
B. Market Segmentation......Page 116
C. Target Marketing......Page 122
D. Market Positioning......Page 126
A. Introduction......Page 134
B. Integrated Marketing Communication......Page 136
C. Message Strategy......Page 138
D. Green Branding......Page 152
E. Certification Labeling......Page 155
F. Demarketing......Page 159
A. Introduction......Page 165
B. Product Innovation Framework......Page 166
C. Product Innovation: Idea Generation......Page 167
D. Product Innovation: Preliminary Assessment......Page 170
E. Product Innovation: Business Case Preparation......Page 171
G. Product Innovation: Test Market and Validation......Page 172
H. Product Innovation: Full Production and Follow-up......Page 173
I. Process Innovation......Page 174
A. Introduction......Page 182
B. Diagnosing the Elements of Sustainable Supply Cycles......Page 184
C. Benefits of Sustainable Supply Cycles......Page 186
D. Sustainable Logistics......Page 188
E. ISO 14000......Page 193
A. Introduction......Page 198
B. The Central Role of Retailing in Supply Cycles......Page 200
C. Marketing Sustainable Product Lines......Page 203
D. Marketing Sustainable Consumption......Page 207
A. Introduction......Page 216
C. Customer Demand......Page 218
D. Legal Constraints......Page 222
E. Competitive Action......Page 223
F. Corporate Mission and Pricing Objectives......Page 225
G. Pricing Strategies......Page 226
Part IV: Macroeconomic Energy Consumption......Page 233
A. Identify Influences of Households on Energy Consumption......Page 235
B. Understand the Consumer Decision-making Process......Page 242
C. Identify Sustainable Marketing Action Designed to Influence Prepurchase Decisions......Page 244
D. Identify Sustainable Marketing Action Designed to Influence Purchases......Page 248
E. Identify Sustainable Marketing Action Designed to Influence Consumption......Page 249
F. Identify Sustainable Marketing Action Designed to Influence Postpurchase Decisions......Page 252
A. Introduction: Service Sector Contributors to Carbon Emissions......Page 259
B. Nonfood Retailing......Page 263
C. Food Retailing......Page 265
D. Offices and Administrative Buildings......Page 266
E. Educational Institutions......Page 268
F. Health Care......Page 269
G. Hotels and Lodging......Page 272
A. Introduction: Transportation Sector Contributors to Carbon Emissions......Page 277
B. Personal Modes of Transportation......Page 280
C. Mass Transit......Page 288
D. Freight Transportation......Page 294
A. Primary Industrial Contributors to Carbon Emissions......Page 299
B. Carbon Emissions Associated with Steel Production......Page 301
C. Carbon Emissions in the Nonmetallic Minerals Industry......Page 306
D. Carbon Emissions Endemic to Chemical Production......Page 308
E. Carbon Emissions Associated with the Paper and Pulp Industries......Page 310
F. Industrial Standards that Seek to Limit Carbon Emissions......Page 312
Part V: Green Marketing and Sustainability Reporting......Page 319
A. Introduction......Page 321
B. Purposes of Sustainability Reporting......Page 322
C. Benefits of Sustainability Reporting......Page 324
D. Overview of Sustainability Reporting......Page 326
E. Reporting Economic Value......Page 328
F. Reporting Environmental Value......Page 329
G. Reporting Social Value......Page 331
Glossary......Page 337
Index......Page 348