Green Marketing yields a significant change in Brand Attitude
Introduction What is “green” marketing? Philip Kotler defines marketing as a process of managerial and social nature, through which individuals, or groups of persons, they obtain what they need or they want, creating and changing with others products or value. Starting from this definition, the class “green” assigned to marketing will mean a range of new possibilities. To have positive circumstances, “green” can have simultaneously more usages across the industy: ecologic, sustainable, humanitarian, equitable, non-profit, natural, environment protection/preservation and importance of green marketing is imposed by itself, because it can efficiently alter the cycle content and processes based on ecology and information, especially at technologies and applications level. This potential contribution places ecologic marketing in a wide array of activities designed to stop environment degradation, to improve the life and to preserve the nature and existence quality on Earth, which t...
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