Green marketing and entrepreneurship

By:

Nygaard, Arne

Material type: Text

TextPublication details: Springer Switzerland 2024Description: xv, 169 pISBN:

9783031503320

Subject(s):

DDC classification:

658.8 NYG

Summary: This comprehensive book reveals the intricate interplay between entrepreneurship, strategy, and marketing management in the context of sustainability. The book champions the green shift within businesses and organizations, equipping both companies and consumers with the knowledge needed to make well-informed decisions that drive positive market transformations. Providing a holistic understanding of sustainable and disruptive change processes for students and professionals, it looks into a spectrum of powerful strategies, ranging from green marketing approaches and segmentation techniques to the nuances of demarketing and green branding. Readers will uncover the critical role of companies and decision-makers in reshaping consumer behavior and supply chains, while navigating potential pitfalls like the "tragedy of the commons" and "greenwashing." Furthermore, they will gain valuable insights into how strategic positioning and targeted efforts can yield sustainable outcomes and increase consumer willingness to invest in environmentally conscious products. Green Marketing and Entrepreneurship allows readers to explore the profound impact of marketing strategies on the delicate balance of nature and discover actionable green marketing methodologies that can pave the way for a more sustainable and environmentally conscious world. (https://link.springer.com/book/10.1007/978-3-031-50333-7)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.8 NYG (Browse shelf(Opens below))	1	Available		007644

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Previous	658.8 NAG Success in marketing: know the mantras	658.8 NEL The attention economy and how media works: simple truths for marketers	658.8 NIR The mindful marketer: how to stay present and profitable in a data-driven world	658.8 NYG Green marketing and entrepreneurship	658.8 PAN Dabawalas: lessons for building lasting success based on values	658.8 PAR Handbook of advances in marketing in an era of disruptions: essays in honour of Jagdish N. Sheth	658.8 PEN Ethics and biopower in neuromarketing:	Next

This comprehensive book reveals the intricate interplay between entrepreneurship, strategy, and marketing management in the context of sustainability. The book champions the green shift within businesses and organizations, equipping both companies and consumers with the knowledge needed to make well-informed decisions that drive positive market transformations. Providing a holistic understanding of sustainable and disruptive change processes for students and professionals, it looks into a spectrum of powerful strategies, ranging from green marketing approaches and segmentation techniques to the nuances of demarketing and green branding. Readers will uncover the critical role of companies and decision-makers in reshaping consumer behavior and supply chains, while navigating potential pitfalls like the "tragedy of the commons" and "greenwashing." Furthermore, they will gain valuable insights into how strategic positioning and targeted efforts can yield sustainable outcomes and increase consumer willingness to invest in environmentally conscious products. Green Marketing and Entrepreneurship allows readers to explore the profound impact of marketing strategies on the delicate balance of nature and discover actionable green marketing methodologies that can pave the way for a more sustainable and environmentally conscious world.

(https://link.springer.com/book/10.1007/978-3-031-50333-7)

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