The document discusses the concept of green marketing. It defines green marketing as marketing activities that generate exchanges to satisfy human needs and wants while minimizing harm to the environment. The history and importance of green marketing is discussed, along with strategies like the 4Ps of marketing and 4Rs of green marketing. Reasons for companies adopting green marketing practices are given. Challenges of green marketing are outlined along with suggested solutions and benefits. The conclusion states that while firms impact the environment, consumers also hold responsibility and can pressure organizations to consider environmental factors.

2. GREEN MARKETING BY M.UMAIR YOUNUS