Green Marketing Perspectives: Effective Messaging for Sustainable Practices - Hardcover
Green Marketing Perspectives: Effective Messaging for Sustainable Practices - Hardcover
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by Sonu Dua (Editor), Sakshi Dua (Editor), Pawanpreet Kaur (Editor)
In response to the escalating demand for environmentally friendly products across diverse sectors, the discourse on Green Concepts has evolved into a number of key strategic imperatives for both researchers and corporates. Green Marketing Perspectives delves into the profound impact of the Green Concept's emergence and the ways in which companies are altering their marketing strategies to leverage green and sustainable messaging.
Covering subjects such as green messaging via traditional and social media, green marketing campaigns, innovative marketing and customer value marketing, the contributors also highlight the ubiquitous issue of 'greenwashing' in its various forms. With cases drawn from around the world this will be a valuable addition to the literature on Green Marketing for students, researchers and industry experts.
Author Biography
Sonu Dua, Associate Professor, Lyallpur Khalsa College Technical Campus, IK Gujral Punjab Technical University, Punjab, India
Sakshi Dua, Associate Professor, Lovely Professional University, Punjab, India
Pawanpreet Kaur, Associate Professor & Head, Lyallpur Khalsa College Technical Campus, IK Gujral Punjab Technical University, Punjab, India
