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Further reading
Charter, M. and Polonsky, M. J. (1999) Greener
Marketing, 2nd edn, Greenleaf, Sheffield. An
edited collection which provides detailed
coverage of the strategic implications of the
greening of marketing, and the implications
of this for the management of an extended
marketing mix. The themes of the text are
reinforced through a collection of detailed
case studies covering a wide range of
organizations.
Develter, D. (1992) Ecover Manual, 2nd edn,
Ecover Publications, Oostemalle, Belgium. A
comprehensive manual covering Ecover’s
experience in developing the world’s first
ecological factory. Demonstrates the wealth
of detail that must be dealt with to ensure
that the means of production, as well as the
product itself, are environmentally sound.
Durning, A. T. (1992) How Much is Enough?,
Earthscan, London. A scathing and thought-
provoking indictment of over-consumption.
Provides a stimulating challenge to many of
the fundamental assumptions about market-
ing, its legitimacy, and the way it is practised.
Fuller, D. A. (1999) Sustainable Marketing, Sage,
Thousand Oaks, CA. An excellent explora-
tion of marketing from a physical systems
and sustainability perspective. For anyone
who suspects that green marketing is in some
way ‘woolly’, this book provides a very
specific and factual guide to the forces
promoting the greening of marketing and the
processes by which it can be achieved.
Journal of Marketing Management, Special Issue
on Contemporary Issues in Green Marketing,
14 (6). This issue pulled together eight papers
from leading experts in the field of green
marketing, covering theoretical contribu-
tions, a critical review of research in the field,
and papers relating to product development,
recycling, sustainable communications and
green alliances. An invaluable starting point
for anyone seeking to understand green
marketing from an academic perspective.