000			02008nam a22002177a 4500
005			20250226222355.0
008			250226b |||||||| |||| 00| 0 eng d
020			_a9783031503320
082			_a658.8 _bNYG
100			_aNygaard, Arne _921249
245			_aGreen marketing and entrepreneurship
260			_bSpringer _aSwitzerland _c2024
300			_axv, 169 p.
365			_aEURO _b109.99
520			_aThis 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)
650			_aGreen smart contracts _921767
650			_aEco-opportunism _921768
650			_aSustainable blockchain technology _921769
650			_aGreen nudging _921770
942			_cBK _2ddc
999			_c8931 _d8931