Green Marketing and Entrepreneurship

This book explores the intersection of entrepreneurship, strategy, and marketing management in the context of sustainability, emphasizing the green shift and providing strategies for positive market transformations. It highlights the role of companies and decision-makers in reshaping consumer behavior and supply chains, and offers insights into sustainable outcomes through strategic positioning and targeted efforts.

Format: Hardback
Length: 169 pages
Publication date: 06 February 2024
Publisher: Springer International Publishing AG

This comprehensive book delves into the intricate interplay between entrepreneurship, strategy, and marketing management in the realm of sustainability. It serves as a powerful advocate for the green shift within businesses and organizations, equipping both companies and consumers with the knowledge and tools necessary to make informed decisions that drive positive market transformations. By offering a holistic understanding of sustainable and disruptive change processes, the book caters to students and professionals seeking to excel in this field. It explores a diverse range of powerful strategies, encompassing green marketing approaches, segmentation techniques, and the nuances of demarketing and green branding. Readers will gain a deep insight into the critical role of companies and decision-makers in shaping consumer behavior and supply chains, while also navigating potential challenges such as the tragedy of the commons and greenwashing. Furthermore, the book provides valuable insights into how strategic positioning and targeted efforts can yield sustainable outcomes and increase consumer willingness to invest in environmentally conscious products.

Green Marketing and Entrepreneurship empowers readers to explore the profound impact of marketing strategies on the delicate balance of nature and uncover actionable green marketing methodologies that can pave the way for a more sustainable and environmentally conscious world.

Weight: 453g
Dimension: 235 x 155 (mm)
ISBN-13: 9783031503320
Edition number: 1st ed. 2024