The Greening of International Marketing

In the instruction of an international marketing course, what should be taught or elaborated oa regarding the "green" movement? Is this an exclusively American idea that belongs in the discussion of domestic marketing current events? Should a student's sensitivity be raised concerning...

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Bibliographic Details
Published in:Journal of teaching in international business 1994-06, Vol.5 (1-2), p.63-76
Main Authors: Herbig, Paul A., Butler, Daniel D.
Format: Article
Language:English
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Summary:In the instruction of an international marketing course, what should be taught or elaborated oa regarding the "green" movement? Is this an exclusively American idea that belongs in the discussion of domestic marketing current events? Should a student's sensitivity be raised concerning the environment on an international scale? Or should the topic of "green marketing" be taught as a ethical business issue? In this paper, we attempt to examine the "green marketing" issue and provide a foundation from which it may be addressed in the international domain.
ISSN:0897-5930
1528-6991
DOI:10.1300/J066v05n01_05