Green Marketing: Think Before You Act
by Strategic Sustainability Consulting
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http://www.sustainabilityconsulting.com/extra-resources/green-marketing-think-before-you-act-1.html This paper provides a brief background on green marketing and the associated risks of greenwashing. ...
http://www.sustainabilityconsulting.com/extra-resources/green-marketing-think-before-you-act-1.html This paper provides a brief background on green marketing and the associated risks of greenwashing. It describes the important role of standards and certifications in green marketing, offers an analytical framework to help businesses choose among them, and explores the other green marketing tools as they are most appropriate for each company. A discussion of positioning also lays the groundwork for a proposed analytical framework to use when approaching green marketing communications as well as some of the less obvious challenges posed by green marketing communications, such as certain risks of disclosure. This paper will help you identify an appropriate green marketing strategy, as a high level overview, and how to position your company to use the larger array of green marketing tools while minimizing the risk of greenwashing.
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