دانلود مقاله ISI انگلیسی شماره 22903
عنوان فارسی مقاله

بازاریابی سبز مجدد: یک رویکرد استراتژیک

کد مقاله سال انتشار مقاله انگلیسی ترجمه فارسی تعداد کلمات
22903 2001 10 صفحه PDF سفارش دهید 5820 کلمه
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عنوان انگلیسی
Reevaluating green marketing: a strategic approach
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Business Horizons, Volume 44, Issue 5, September–October 2001, Pages 21–30

کلمات کلیدی
بازاریابی سبز - رویکرد استراتژیک
پیش نمایش مقاله
پیش نمایش مقاله بازاریابی سبز مجدد: یک رویکرد استراتژیک

چکیده انگلیسی

A lot of companies today are asking, “Can we be green, clean, and profitable all at the same time?” While many have been trying to promote a greener image, some have been unable to live up to their claims. So consumer skepticism of “green hype” is an understandable reaction, especially when firms attempt to associate themselves with environmental issues without substantially improving their environmental performance or that of their products. Opportunistic tactical greening, notes Peattie (1999b), often results from a view that “Commodities which have no market are assumed to be worthless” and “Market mechanisms can correct environmental problems.” Although such opportunism is on the decline, its early use caused long-term damage to genuine environmentally responsible activities. Of course, this is not to suggest that all tactical greening is inappropriate or exploitative; rather, firms need to realize that there may be limited long-term benefit to this approach, unless tactical activities are supported by broader organizational greening.

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