|
GREEN MARKETING: A STEP TOWARDS SUSTAINABLE GROWTH
2
Author(s):
MS. AAKANKSHA NIRALA ,MS. NAVODITA CHAUDHARY
Vol - 5, Issue- 5 ,
Page(s) : 65 - 73
(2014 )
DOI : https://doi.org/10.32804/IRJMST
Abstract
This study aims to provide information on the concept of Green Marketing and its importance to the environment. It generally refers to the marketing of such products that are environment friendly. Green Marketing has gained a lot of importance in today's market. As the resources are scarce and the human wants are unlimited, the resources should be efficiently utilised to satisfy them.
- Grant, J. (2008), Viewpoin Green Marketing, Emerald Group Publishing Limited- Strateric Direction, 24(6): 25-27.
- Henion, Karl E., and Thomas C. Kinnear. 1976a. Ecological Marketing. Columbus, Ohio: American Marketing Association.
- Neff, Jack. (2009, Apr. 20). Green-marketing revolution defies economic downturn. Advertising Age Vol. 80, Issue 40. Database: Academic Search Premier.
- Ottman, J.A. (1993), Green Marketing: Challenges and Opportunities for the New Marketing Age, Chicago (IL), NTC Publishing Group, Lincolnwood, Illinois.
- Peattie, K and Crane, A. (2005), Green marketing: Legend, Myth, Farce or Prophecy? International Journal, (8)4: 357-370.
- Pride, W.M. and Ferrell, O.C. (2008), Marketing, 14th edition. New York: Houghton Mifflin.
- Shamdasani, Prem,Gloria Ong Chon-LIn, Daleen Richmond.1993. “Exploring Green Consumers In An Oriental Culture: Role Of Personal And Marketing Mix Factors, Advances in Consumer Research” 20: 491
|