UID:
almahu_9949685722002882
Format:
XV, 169 p. 57 illus., 54 illus. in color.
,
online resource.
Edition:
1st ed. 2024.
ISBN:
9783031503337
Content:
This comprehensive book reveals the intricate interplay between entrepreneurship, strategy, and marketing management in the context of sustainability. The book champions the green shift within businesses and organizations, equipping both companies and consumers with the knowledge needed to make well-informed decisions that drive positive market transformations. Providing a holistic understanding of sustainable and disruptive change processes for students and professionals, it looks into a spectrum of powerful strategies, ranging from green marketing approaches and segmentation techniques to the nuances of demarketing and green branding. Readers will uncover the critical role of companies and decision-makers in reshaping consumer behavior and supply chains, while navigating potential pitfalls like the "tragedy of the commons" and "greenwashing." Furthermore, they will gain valuable insights into how strategic positioning and targeted efforts can yield sustainable outcomes and increase consumer willingness to invest in environmentally conscious products. Green Marketing and Entrepreneurship allows readers to explore the profound impact of marketing strategies on the delicate balance of nature and discover actionable green marketing methodologies that can pave the way for a more sustainable and environmentally conscious world.
Note:
Green Transition to Sustainable and Circular Economy -- Business Ethics, the Stakeholder Perspective and Circular Business Models -- Green Price and Product Strategy -- Green Promotion and Marketing Communication -- Green Supply Chain Management (Place) -- Stakeholder Analysis and Certification Strategy -- Green SWOT Analysis -- Green Segmentation, Targeting, and Strategic Positioning -- Authenticity, Blockchain Technology and Green Marketing. .
In:
Springer Nature eBook
Additional Edition:
Printed edition: ISBN 9783031503320
Additional Edition:
Printed edition: ISBN 9783031503344
Additional Edition:
Printed edition: ISBN 9783031503351
Language:
English
DOI:
10.1007/978-3-031-50333-7
URL:
https://doi.org/10.1007/978-3-031-50333-7
Bookmarklink
