Nelson Higher Education

Higher Education

Green Marketing Management, 1st Edition

  • Robert Dahlstrom
  • ISBN-10: 0324789149
  • ISBN-13: 9780324789140
  • 360 Pages | Paperback
  • COPYRIGHT: 2011 Published
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Overview

About the Product

GREEN MARKETING MANAGEMENT helps individuals make informed decisions about choices that impact the environment. This insightful new text provides a thorough introduction to the emerging field of green marketing management, including a useful exploration of the integral relationships among marketing strategy and action, macroeconomic sectors, and the environment. In addition to providing a detailed look at many green strategies, from environmentally friendly supply chains to the environmental implications of product creation, the text reviews the evolution of marketing and devotes considerable attention to the conditions for potential consumers to act in an ecologically responsible manner.

Features

  • This insightful text provides a thorough introduction to the emerging field of green marketing management, including an exploration of key green strategies, an overview of the evolution of marketing, and abundant real-world examples and applications that students are likely to find compelling, relevant, and useful—both as business professionals and informed consumers.

  • Author Robert Dahlstrom draws on both his considerable expertise in green marketing management and his extensive teaching experience to create a text that is rich in content while remaining accessible and engaging, making this versatile text well-suited for introductory undergraduate courses as well as more advanced classes within graduate programs.

  • The text features a highly modular structure, with every chapter divided into brief, engaging sections designed to sustain student interest and facilitate effective learning and review. This structure also makes the text easy to navigate and extremely versatile, enabling instructors to tailor readings precisely to their particular course goals and syllabi.

  • Vibrant visual features throughout the text vividly illustrate and expand on key concepts and applications to engage students and promote better comprehension and retention of the text material.

  • Taking a broad view without sacrificing detail or nuance, GREEN MARKETING MANAGEMENT provides an easy-to-follow blueprint illustrating the integral relationships among marketing strategy, marketing action, macroeconomic sectors, and the environment.

About the Author

Robert Dahlstrom

Robert Dahlstrom is the Bloomfield Professor of Marketing in the Gatton College of Business and Economics at the University of Kentucky. Professor Dahlstrom is also the founding director of the university's Von Allmen Center for Green Marketing, which seeks to develop green marketing curriculum, conduct environmental marketing research, and foster sustainability efforts in the community. Professor Dahlstrom received his Ph.D. in marketing from the University of Cincinnati and has worked for the BI Norwegian School of Management and taught in Austria, Norway, and Greece. He has published numerous articles in the Journal of Marketing Research, the Journal of Marketing, the Journal of Retailing, the Journal of the Academy of Marketing Science, and elsewhere. His research investigates the relationship between the firm and the environment.

Table of Contents

Part I: INTRODUCTION.
1. An Overview of Green Marketing.
Introduction to green marketing. Why study green marketing? Groups that need to understand green marketing.
2. An Overview of Strategic Green Planning.
Green marketing planning. Incorporating a green perspective into the mission statement. Integrating a green mission into objectives, strategy, and marketing tactics. The interaction between strategy and the environment. Delivering value to all stakeholders. How this text is organized to help understand green marketing.
Part II: THE CONSUMPTION-ENVIRONMENT INTERFACE.
3. The Environment and Consumption.
Understand the interaction between environment and consumption. Human influences on climate change. Understand sources of energy and their use across international regions. Human influences on the atmosphere. Human influences on water. Human influences on land. Human influences on biodiversity.
4. The Environmental Effects of Consumption.
Identify environmental action designed to reduce climate change. Understand efforts to influence the supply and demand for energy. Environmental action designed to reduce human influences on the atmosphere. Environmental action designed to reduce human influences on water. Environmental action designed to reduce human influences on land. Environmental action designed to reduce human influences on biodiversity. The role of energy conservation efforts to limit climate change and pollution.
Part III: PROVIDING VALUE VIA SUSTAINABLE MARKETING STRATEGIES.
5. Discovering Value via Market Analysis.
Introduction. Market segmentation. Target marketing. Market positioning.
6. Communicating Value.
Introduction. Integrated marketing communication. Message strategy. Green branding. Certification labeling. Demarketing.
7. Producing Value via Innovation.
Introduction. Product innovation framework. Product innovation: Idea generation. Product innovation: Preliminary assessment. Product innovation: Business case preparation. Product innovation: Product development. Product innovation: Test market & validation. Product innovation: Full production & follow-up. Process innovation.
8. Delivering Value via Sustainable Supply Cycle Strategies.
Introduction. Diagnosing the elements of sustainable supply cycles. Benefits of sustainable supply cycles. Sustainable logistics. ISO 14000.
9. Delivering Value in Retailing.
Introduction. The central role of retailing in the supply cycles. Marketing sustainable product lines. Marketing sustainable consumption
10. Declaring Value via Sustainable Pricing Strategies.
Introduction. Internal pricing constraints. Customer demand. Legal constraints. Competitive action. Corporate mission and pricing objectives. Pricing strategies.
Part IV: MACRO-ECONOMIC ENERGY CONSUMPTION.
11. The Role of Household Consumption.
Influences of households on energy consumption. The consumer decision-making process. Sustainable marketing action designed to influence pre-purchase decisions. Sustainable marketing action designed to influence purchases. Sustainable marketing action designed to influence consumption. Sustainable marketing action designed to influence post-purchase decisions.
12. Energy Consumption in the Services Sector.
Introduction: Service sector contributors to carbon emissions. Non-food retailing. Food retailing. Offices and administrative buildings. Educational institutions. Health care. Lodging.
13. Transportation.
Introduction: Transportation sector contributors to carbon emissions. Personal modes of transportation. Mass transit. Freight transportation.
14. The Role of Industrial Consumption.
Primary industrial contributors to carbon emissions. Carbon emissions associated with steel production. Carbon emissions in the non-metallic minerals industry. Carbon emissions endemic to chemical production. Carbon emissions associated with the paper and pulp industries. Industrial standards that seek to limit carbon emissions.
Part V: GREEN MARKETING AND SUSTAINABILITY REPORTING.
15. Monitoring and Reporting Sustainability Efforts.
Introduction. Benefits of reporting value. Reporting economic value. Reporting social value. Reporting environmental value. Benchmarking performance.

Supplements

All supplements have been updated in coordination with the Main title.
Please see Main title page for new to this edition information.

Instructor Supplements

Instructor’s Resource CD-ROM  (ISBN-10: 1111221863 | ISBN-13: 9781111221867)

The Instructor’s Resource CD-ROM contains the Instructor’s Manual and Microsoft® PowerPoint® lectures slides.