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Environmental Marketing

With increased global warming, the swift growth of the world population, and the depletion of natural resources, corporations and governments have been forced to give some consideration to environmental issues that they may have chosen to ignore only a few decades ago. As it becomes increasingly clear to consumers that the policy of “business as usual” is not sustainable for our planet, businesses are responding to pressure from consumers to become more sustainable: advertising one's environmental concerns and sustainable practices has become one among many marketing tools available to businesses. This article begins by addressing the historical perspective on environmental management, followed by a discussion of greening the internal environment (e.g., by harnessing human resources and organizational culture of the firm) and the external environment ...

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