Green marketing
John Grant
(Author of The Green Marketing Manifesto.)
31115
Abstract
Purpose
This paper aims to look at how companies obtain a greener strategy.
Design/methodology/approach
This paper looks at the greening of corporate strategy in brands, setting standards, green marketin and networking resources.
Findings
The paper finds that there will be a low carbon economy soon to which companies will need to adapt. Sustainability is very important.
Originality/value
This paper provides useful suggestions as to the future of green marketing.
Keywords
Citation
Grant, J. (2008), "Green marketing", Strategic Direction, Vol. 24 No. 6, pp. 25-27. https://doi.org/10.1108/02580540810868041
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited