Green consumer marketing. American and European perspectives

John Commiskey and Patrick E. Murphy

This paper examines the concept of 'green marketing' from both an American and European viewpoint. The rationale for a company adopting this strategy is discussed.

Green Consumer Marketing: American and European Perspectives

Patrick E. MurphyInstitute for Ethical Business Worldwide, University of Notre Dame, Mendoza College of Business, United States

John CommiskeyUniversity of Notre Dame, United States

INTRODUCTION...

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