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Overview"This comprehensive book reveals the intricate interplay between entrepreneurship, strategy, and marketing management in the context of sustainability. The book champions the green shift within businesses and organizations, equipping both companies and consumers with the knowledge needed to make well-informed decisions that drive positive market transformations. Providing a holistic understanding of sustainable and disruptive change processes for students and professionals, it looks into a spectrum of powerful strategies, ranging from green marketing approaches and segmentation techniques to the nuances of demarketing and green branding. Readers will uncover the critical role of companies and decision-makers in reshaping consumer behavior and supply chains, while navigating potential pitfalls like the ""tragedy of the commons"" and ""greenwashing."" Furthermore, they will gain 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 allows readers to explore the profound impact of marketing strategies on the delicate balance of nature and discover actionable green marketing methodologies that can pave the way for a more sustainable and environmentally conscious world." Full Product DetailsAuthor: Arne NygaardPublisher: Springer International Publishing AG Imprint: Springer International Publishing AG Edition: 1st ed. 2024 Weight: 0.453kg ISBN: 9783031503320ISBN 10: 3031503325 Pages: 169 Publication Date: 06 February 2024 Audience: Professional and scholarly , Professional & Vocational Format: Hardback Publisher's Status: Active Availability: In Print  This item will be ordered in for you from one of our suppliers. Upon receipt, we will promptly dispatch it out to you. For in store availability, please contact us. Table of ContentsGreen Transition to Sustainable and Circular Economy.- Business Ethics, the Stakeholder Perspective and Circular Business Models.- Green Price and Product Strategy.- Green Promotion and Marketing Communication.- Green Supply Chain Management (Place).- Stakeholder Analysis and Certification Strategy.- Green SWOT Analysis.- Green Segmentation, Targeting, and Strategic Positioning.- Authenticity, Blockchain Technology and Green Marketing.ReviewsAuthor InformationArne Nygaard, is a professor at Kristiania University College. He's a prolific researcher in sustainable development, with over 50 scholarly articles and 7 books. His work on sustainability has been featured in journals like Business Strategy and the Environment, Journal of Cleaner Production, Circular Economy and Sustainability, Journal of Business Ethics, and others. Furthermore, he has served as a guest editor for sustainability journals like the Journal of Business Strategy and the Environment and the Journal of Business Ethics, as well as an associate editor for the journal Frontiers in Sustainability. Tab Content 6Author Website:Countries AvailableAll regions |
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