Best in brief: Choosing the right green marketing strategy

Paul N. Bloom and Jill Meredith Ginsberg

Environmental (green) marketing has not lived up to expectations. It has benefits when integrated into marketing strategy, but there are dangers.

Best In Brief

Choosing the right green marketing strategy

Jill Meredith Ginsberg and Paul N. Bloom

Green marketing has not lived up to the expectations of activists and managers. Although consumer research shows a clear consumer preference for green...

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