Reinventing Marketing to Manage the Environmental Imperative
Abstract
Marketers in the past have based their strategies on the assumption of infinite resources and zero environmental impact. With the growing recognition of finite resources and high environmental costs, marketers need to reexamine their theory and practices. They need to revise their policies on product development, pricing, distribution, and branding. The recent financial meltdown has added another layer of concern as consumers adjust their lifestyles to a lower level of income and spending. Companies must balance more carefully their growth goals with the need to pursue sustainability. Increased attention will be paid to employing demarketing and social marketing thinking to meet the new challenges.
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Article first published online: July 1, 2011
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Green Demarketing in Advertisements: Comparing “Buy Green” and “Buy Le...
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Marketing’s Quest for Environmental Sustainability: Persistent Challen...
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State of green marketing research over 25 years (1990-2014)
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Value in sustainability: the process industry perspective
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Resources, Costs and Globalization
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The Reporting and Sustainable Business Marketing
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Sustainable Consumption and Green Marketing in Developing Countries
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Qualitative and quantitative analysis of solar hydrogen generation lit...
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B2B branding in emerging markets: A sustainability perspective
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Why is Fast Casual Winning?
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Towards a deeper understanding of managerial green investment patterns...
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Institutional legitimacy and norms-based CSR marketing practices
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MNEs’ regional headquarters and their CSR agenda in the African contex...
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Less is more: is a green demarketing strategy sustainable?
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Advancing sustainable consumption in the UK and China: the mediating e...
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Demand Forecasting Models for Medicines through Wireless Sensor Networ...
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Brands Defined as Semiotic Marketing Systems
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Now that's a Bright Idea: The Influence of Consumer Elaboration and Di...
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Smartphones in Tourism and Hospitality Marketing: A Literature Review
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The Limitations and Potentialities of Green Marketing
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Corporate sustainability: perception and response by older consumers
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A self-identity based model of electric car adoption intention: A cros...
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Management ingredients to embrace the new paradigm: green
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Environmental, social and governance disclosures in Europe
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Segmentation of Reward Program Members to Increase Customer Loyalty: T...
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Population typology to better target environmental education: a case f...
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The Importance of Publicly Available Social Networking Sites (SNSs) to...
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Reducing household water consumption: a social marketing approach
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The antioxidant hydroxytyrosol: biotechnological production challenges...
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Developing an eco-capability through environmental orientation and org...
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Sustainability Marketing: Reconfiguring the Boundaries of Social Marke...
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Grundlagen des Marketing
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Integrated Marketing Communications: A Contextual International Advert...
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Building an Effective Customer Relationship System (CRM): Saudi Credit...
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Hoping Grey Goes Green: Air Pollution's Impact on Consumer Automobile ...
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Consumerss Behavior Toward Green Products: A Signalling Theory Approac...
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How Brands Communicate Sustainability Messages in Emerging Markets
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A Study of Green Marketing Practices in Indian Companies
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Anatomy of Green Marketing
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A Framework of Brand Strategy and the “Glocalization” Approach
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Marketing communication: Creating green advertising ADS
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Perceived Greenwashing: The Interactive Effects of Green Advertising a...
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Futures of the sustainable firm: An evolutionary perspective
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The interrelationship between temporal and environmental orientation a...
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Consumer understanding, perceptions and behaviours with regard to envi...
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Moving social marketing beyond personal change to social change
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Introduction to the Special Issue: Sustainability as Megatrend I
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Green Claims and Message Frames: How Green New Products Change Brand A...
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Sustainability marketing research: past, present and future
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The evolution of marketing research
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The World Capital Markets’ Perception of Sustainability and the Impact...
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Implementing sustainability on a corporate and a functional level
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A Study of Green Marketing Practices in Indian Companies
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Exploring children’s socialization to three dimensions of sustainabili...
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Inferential Evaluations of Sustainability Attributes: Exploring How Co...
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Situational variables and sustainability in multi-attribute decision-m...
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Factors influencing green purchasing behaviour: Empirical evidence fro...
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The mental footprint of marketing in the boardroom
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How Techniques of Neutralization Legitimize Norm- and Attitude-Inconsi...
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Consumer Well-Being: Effects of Subgoal Failures and Goal Importance
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How important are different socially responsible marketing practices? ...
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Examining relationships among sustainable orientation, perceived susta...
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The Stages of CSR
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The Catch-22 of Responsible Luxury: Effects of Luxury Product Characte...
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Sustainability and branding: An integrated perspective
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Where Marketing Causes Trouble
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Corporate social responsibility in marketing researches: Literature re...
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Anatomy of Green Marketing
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Sustainability Marketing Strategy: An Analysis of Recent Literature
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Marketing of works as a source of the new hybrid offerings in widened ...
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Company environmental performance and consumer purchase intentions
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Facility management value dimensions from a demand perspective
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Designing Social Interventions to Improve Newcomer Adjustment: Insight...
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Understanding the inherent complexity of sustainable consumption: A so...
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Nutritional labelling information: Utilisation of new technologies
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The sustainability syndicate: Shared responsibility in a trans-organiz...
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From Marketing Ideology to Branding Ideology
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“Greening” the marketing mix: do firms do it and does it pay off?
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The “green” side of materialism in emerging BRIC and developed markets...
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What is Special about Marketing Organic Products? How Organic Assortme...
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Luxury Marketing in the Age of Cheap An Exploratory Survey on Consumer...
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Designing Social Interventions to Improve Newcomer Adjustment: Insight...
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Is the Devil in the Details?
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Sustainability in business: understanding meanings, triggers and enabl...
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The transformative potential of marketing from the consumers' point of...
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Reversing the green backlash in services: credible competitors help la...
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The impact of general and carbon-related environmental knowledge on at...
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Frontiers of the marketing paradigm in the third millennium
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Marketing capabilities and innovation-based strategies for environment...
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Fashion and Social Media
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