The Marketing Book 5th Edition

742 The Marketing Book management tools and techniques without embracing the underlying philosophy, as their Japanese competitor ...

Green marketing 743  Marketers are professional communicators. This skill is enormously useful in virtually every aspect of env ...

744 The Marketing Book process as a ‘black box’ into which the customer is not encouraged to peer. This is particularly the case ...

Green marketing 745 can represent a significant departure from previous strategies, since it effectively reduces rates for produ ...

Energy Energy Raw materials Emissions Solid waste Emissions Solid waste Energy Water Emissions Solid waste Emissions Solid waste ...

Green marketing 747 companies, whether or not they are pursuing a green strategy. Even if a good performance is unlikely to yiel ...

748 The Marketing Book starting point for many companies’ green mar- keting efforts, since packaging can often be safely reduced ...

Green marketing 749 difficult to explain a complex issue on a package that you are also trying to reduce in size. Direct mail ma ...

750 The Marketing Book higher purchase price, but a lower overall running cost for consumers. Buildings are also built to a pric ...

Green marketing 751 terms of providing customers with information to support their recycling behaviour. For exam- ple, labelling ...

752 The Marketing Book This holistic approach to the way in which marketing delivers the goods and services that we consume take ...

Green marketing 753 agenda. Some environmentalists have criticized green marketing on the basis that ‘Changing our shopping habi ...

754 The Marketing Book Coddington, W. (1993) Environmental Marketing, McGraw-Hill. Cooper, T. and Evans, S. (2000), Products to ...

Green marketing 755 Peattie, K. (1999) Trappings Versus Substance in the Greening of Marketing Planning, Journal of Strategic Ma ...

756 The Marketing Book McDonagh, P. and Prothero, A. (1997) Green Management: A Reader, Dryden Press, Lon- don. An excellent edi ...

CHAPTER 29 Marketing for small-to-medium enterprises DAVID CARSON Introduction What is ‘marketing for SMEs’ and why should it be ...

758 The Marketing Book marketing activity within the resource con- straints inherent in such enterprises. The origins of this ch ...

Marketing for small-to-medium enterprises 759 place and position within that market, means that its marketing will invariably ha ...

760 The Marketing Book distinctive style and focus of decision making. In compensating for much of the limitations it is recogni ...

Marketing for small-to-medium enterprises 761 entrepreneur mean that a much more casual and natural approach to market research ...