Green Marketing vs. Greenwashing. Saving the world as a marketing strategy
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Sprache:Englisch
29,99 €
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Produktdetails
Format
Kopierschutz
Nein
Family Sharing
Nein
Text-to-Speech
Nein
Erscheinungsdatum
08.02.2022
Verlag
GRINSeitenzahl
67 (Printausgabe)
Dateigröße
1086 KB
Auflage
1. Auflage
Sprache
Englisch
EAN
9783346587176
Document from the year 2020 in the subject Business economics - Offline Marketing and Online Marketing, , language: English, abstract: Consumers have developed an awareness of sustainable lifestyles. Young consumers in particular are interested in the origin of products and demand sustainable innovations. Due to the shift in demand and the increasing pressure on companies, the number of environmentally friendly items in assortments is constantly growing.
But communicating sustainability is just as important to marketing companies as sustainability itself. But which advertisements actually deliver what they promise? With the trend of green marketing, black sheep have crept in, using companies' sustainability communications for greenwashing without actually producing in an environmentally friendly way.
The central theme of this book is the importance of green marketing in today's world. Author Marie Schad sheds light on current and future challenges and shows why the relevance of green marketing will increase and why the concept of sustainability will become more and more important for business. She also provides practical recommendations for action as well as helpful orientation for companies. This book is aimed equally at entrepreneurs and interested consumers.
But communicating sustainability is just as important to marketing companies as sustainability itself. But which advertisements actually deliver what they promise? With the trend of green marketing, black sheep have crept in, using companies' sustainability communications for greenwashing without actually producing in an environmentally friendly way.
The central theme of this book is the importance of green marketing in today's world. Author Marie Schad sheds light on current and future challenges and shows why the relevance of green marketing will increase and why the concept of sustainability will become more and more important for business. She also provides practical recommendations for action as well as helpful orientation for companies. This book is aimed equally at entrepreneurs and interested consumers.
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