Green marketing strategies: an examination of stakeholders and the opportunities they present

As green marketing strategies become increasingly more important to firms adhering to a triple-bottom line performance evaluation, the present research seeks to better understand the role of “green” as a marketing strategy. Through an integration of the marketing, management, and operations literatu...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2011-02, Vol.39 (1), p.158-174
Main Authors: Cronin, J. Joseph, Smith, Jeffery S., Gleim, Mark R., Ramirez, Edward, Martinez, Jennifer Dawn
Format: Article
Language:English
Subjects:
Analysis
Business and Management
Consumers
Energy consumption
Green marketing
Green products
Market strategy
Marketing
NGOs
Nongovernmental organizations
Operations management
Performance evaluation
Profits
Social Sciences
Stakeholder
Stakeholders
Supply chains
Unternehmenserfolg
Öko-Marketing
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