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Environmental Marketing Management

  • Ulrich Steger
  • Ralph Meima

Abstract

For environmental management to become significant as a market factor, an efficient communication and marketing strategy is required, which in turn requires decisions about market coverage and the application of new cooperation strategies. This chapter documents how the ‘classic’ elements of the marketing mix — product, distribution, communication, and pricing policy — can be used in order to make clear to the consumer the additional personal benefits or reduced risks of more environmentally compatible products.

Keywords

Marketing Strategy Price Policy Reverse Logistics Product Policy Marketing Concept 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Copyright information

© Frankfurter Allgemeine Zeitung GmbH Frankfurt on the Main 1998

Authors and Affiliations

  • Ulrich Steger
    • 1
    • 2
  • Ralph Meima
  1. 1.LausanneSwitzerland
  2. 2.Oestrich-WinkelGermany

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