Green marketing strategies: an examination of stakeholders and the opportunities they present
Volume: 39, Issue: 1, Pages: 158 - 174
Published: Oct 6, 2010
Abstract
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 literatures, an investigative framework is generated that identifies the various stakeholders potentially impacted through the environmentally friendly...
Paper Details
Title
Green marketing strategies: an examination of stakeholders and the opportunities they present
Published Date
Oct 6, 2010
Volume
39
Issue
1
Pages
158 - 174
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