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Green Marketing and Entrepreneurship
Buch von Arne Nygaard
Sprache: Englisch

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Beschreibung
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.
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.
Über den Autor

Arne 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.

Inhaltsverzeichnis

Green 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.

Details
Erscheinungsjahr: 2024
Fachbereich: Betriebswirtschaft
Genre: Recht, Sozialwissenschaften, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Buch
Inhalt: xv
169 S.
3 s/w Illustr.
54 farbige Illustr.
169 p. 57 illus.
54 illus. in color.
ISBN-13: 9783031503320
ISBN-10: 3031503325
Sprache: Englisch
Einband: Gebunden
Autor: Nygaard, Arne
Auflage: 1st edition 2024
Hersteller: Springer International Publishing
Verantwortliche Person für die EU: Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße: 241 x 160 x 16 mm
Von/Mit: Arne Nygaard
Erscheinungsdatum: 06.02.2024
Gewicht: 0,453 kg
Artikel-ID: 128028678
Über den Autor

Arne 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.

Inhaltsverzeichnis

Green 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.

Details
Erscheinungsjahr: 2024
Fachbereich: Betriebswirtschaft
Genre: Recht, Sozialwissenschaften, Wirtschaft
Rubrik: Recht & Wirtschaft
Medium: Buch
Inhalt: xv
169 S.
3 s/w Illustr.
54 farbige Illustr.
169 p. 57 illus.
54 illus. in color.
ISBN-13: 9783031503320
ISBN-10: 3031503325
Sprache: Englisch
Einband: Gebunden
Autor: Nygaard, Arne
Auflage: 1st edition 2024
Hersteller: Springer International Publishing
Verantwortliche Person für die EU: Springer Verlag GmbH, Tiergartenstr. 17, D-69121 Heidelberg, juergen.hartmann@springer.com
Maße: 241 x 160 x 16 mm
Von/Mit: Arne Nygaard
Erscheinungsdatum: 06.02.2024
Gewicht: 0,453 kg
Artikel-ID: 128028678
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