The significance of the environment and its well-being are daily becoming more evident, so that the business sector can no longer ignore “green marketing. ... In his article “Revaluating Green Marketing: A Strategic Approach,” Michael Polonsky discusses the change in mindset that must accompany “green marketing,” stressing the benefits of strategic changes that consider the environment.
Polonsky begins his article by examining some problems that currently hinder successful “green marketing. ... Furthermore, many companies have simply created committees that handle environmental issues and deal with “green marketing. ...
Polonsky argues that companies need to adopt a new strategy to “green marketing,” one that produces long-term benefits. “Responsible green marketing has evolved into a complex, integrated, strategic, and tactical process. As such, it is a holistic approach rather than the simple ‘marketing hype’ or tactical opportunism practiced by some” (p.
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