Unlocking Sustainability Potentials in Marketing and Brand Management

Ralf T. Kreutzer ()
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Ralf T. Kreutzer: Hochschule für Wirtschaft und Recht

Chapter Chapter 5 in The Path to Sustainable Corporate Management, 2024, pp 187-255 from Springer

Abstract: Abstract Marketing and branding are not the starting point of sustainable business management, but rather important companions. Green marketing and green branding cannot exist without sustainable business management. Marketing can help answer the question of which target groups are particularly open to sustainable offers—and how sustainable action can contribute to the profiling of the brand. In addition to the elements of green brand management, particularly exciting examples of green brand management are also presented.

Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-43974-3_5

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DOI: 10.1007/978-3-658-43974-3_5

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