After rapid industrial modernization, adverse environmental impacts such as a greenhouse gas emissions, toxic pollution and chemical spills have put the topic of green business firmly on the agenda. Despite the burgeoning literature on green business and green marketing from the globalised north, there is relative parsimony of green business literature the global south and emerging economy contexts. To ratify this situation this book offers a greater understanding of what green marketing is, as well as the various levels of practices and the implementations thereof, particularly in the context of emerging economies. It places specific emphasis on the people through which green marketing can be achieved in public, private and not-for-profit firms.Contributors argue that, given the complexity of green marketing, people or human resource management plans a key role in achieving green marketing success and chapters consider the role that green people management practices play in marketing.
Providing a unique perspective on the successful implementation of green marketing, this book an important resource for students, researchers and practitioners. It is of particular interest to those who desire a greater understanding of how organizations deal internally and externally with increasing pressure to become more social responsible and embed 'greenness' in all their marketing activities.
