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Marketing Strategies for Green Issues

In: Mapping Managerial Implications of Green Strategy A Framework for Sustainable Innovation

Author

Listed:
  • George Tesar
  • Hamid Moini
  • Olav Jull Sørensen

Abstract

Marketing strategy, in the context of smaller manufacturing enterprises, is defined as a managerial philosophy within which managers intend to realize marketing objectives. More specifically, marketing strategy is a series of interrelated decisions about target consumers, market segments, and target markets combined with a coordinated mix of marketing variables subject to optimal allocation of available resources. There is a direct connection between the missions and the marketing strategies they deploy among consumer-oriented smaller manufacturing enterprises. This approach to marketing management suggests that the mission of each enterprise provides an intellectual space for a unique marketing philosophy. The managerial philosophy of the individual enterprise results in marketing strategies formulated to successfully market products and services and compete.

Suggested Citation

  • George Tesar & Hamid Moini & Olav Jull Sørensen, 2018. "Marketing Strategies for Green Issues," World Scientific Book Chapters, in: Mapping Managerial Implications of Green Strategy A Framework for Sustainable Innovation, chapter 4, pages 63-85, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9781786344816_0004
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    More about this item

    Keywords

    SMEs; Green Issues; Marketing Strategies; Carbon Footprint; Management Strategies;
    All these keywords.

    JEL classification:

    • D23 - Microeconomics - - Production and Organizations - - - Organizational Behavior; Transaction Costs; Property Rights

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