Abstract
In the late 1980s and early 1990s there has been a renewed interest in green marketing from both practitioners and academics. One of the key problems with examining green marketing is that it often means different things to different people. This confusion results in some organisations having difficultly developing green marketing strategies. One problem firms face is that they don't understand the importance of the various green marketing stakeholders. The literature has pointed to a number of important green stakeholders including, consumers, shareholders, special interest groups, governmental bodies, employees, suppliers, the media and the scientific community. Thus a firm cannot successfully develop appropriate green marketing strategies unless it understands how it inter-relates with all stakeholder groups.
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© 2015 Academy of Marketing Science
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Polonsky, M.J. (2015). Green Marketing Strategy: a Stakeholder Theory Approach. In: Grant, K., Walker, I. (eds) Proceedings of the 1995 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17311-5_16
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DOI: https://doi.org/10.1007/978-3-319-17311-5_16
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17310-8
Online ISBN: 978-3-319-17311-5
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