About the Book
Environmental issues have gained importance in business as well as in public life throughout the world and few academic disciplines have integrated green issues into their literature. This edition examines the conceptual development and practical application of green marketing and consumer awareness about green products. It also describes marketing strategies and consumer behaviour and the reason of adopting a green marketing philosophy by business houses. This edition not only provides valuable insights to the current and shifting marketing landscape, but also provides a blueprint of how to use these new tools to achieve success and would serve as the definitive text for any organization that is looking to brand itself or its products as green or sustainable marketing. The practitioners in the field would find the insightful data presented in this edition.
About the Author
Monica Loss, a Professor of Management and Entrepreneurship in Yale School of Management, New Haven, specializes in competitive strategy, microeconomic theory, industrial organization, the economics of regulation and antitrust, and nonprofit strategy. She did her Ph.D. from Harvard University in 1974. She is associated as a consultant with Boston Scientific, Health Care REIT, and several organisations. She has written several books and research papers on the regulation of business and competitive strategy.