Marketing Strategies for Green Issues

George Tesar, Hamid Moini and Olav Jull Sørensen

Chapter 4 in Mapping Managerial Implications of Green Strategy:A Framework for Sustainable Innovation, 2018, pp 63-85 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Marketing strategy, in the context of smaller manufacturing enterprises, is defined as a managerial philosophy within which managers intend to realize marketing objectives. More specifically, marketing strategy is a series of interrelated decisions about target consumers, market segments, and target markets combined with a coordinated mix of marketing variables subject to optimal allocation of available resources. There is a direct connection between the missions and the marketing strategies they deploy among consumer-oriented smaller manufacturing enterprises. This approach to marketing management suggests that the mission of each enterprise provides an intellectual space for a unique marketing philosophy. The managerial philosophy of the individual enterprise results in marketing strategies formulated to successfully market products and services and compete.

Keywords: SMEs; Green Issues; Marketing Strategies; Carbon Footprint; Management Strategies (search for similar items in EconPapers)
JEL-codes: D23 (search for similar items in EconPapers)
Date: 2018
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