Green marketing in emerging economies : a communications perspective / Emmanuel Mogaji [and five others], editors.
Mogaji, Emmanuel, editor.
2022
HF5413 .G74 2022
Available Online

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Title Green marketing in emerging economies : a communications perspective / Emmanuel Mogaji [and five others], editors.
ISBN 9783030825720 (electronic bk.)
3030825728 (electronic bk.)
9783030825713
303082571X
DOI https://doi.org/10.1007/978-3-030-82572-0
Published Cham : Palgrave Macmillan, [2022]
Copyright ©2022
Language English
Description 1 online resource : illustrations.
Other Standard Identifiers 10.1007/978-3-030-82572-0 doi
Call Number HF5413 .G74 2022
Dewey Decimal Classification 658.8/02
Summary Literature on green marketing continues to gain traction in the sustainability discourse, focusing on core subject areas such as green product development, green marketing strategy and green advertising. Achieving green marketing success encompasses influencing, orientating, and communicating green offerings of an organisation to the consumers. Emerging markets particularly provide unique opportunities for green product innovations to thrive due to their rapid industrialisation and economic growth; hence the value proposition of organisations must be rightly communicated to the consumers. The book is part of a multi-volume work that highlights the goals of green marketing, such as influencing consumers green adoption, behaviour, and attitude towards sustainability practices. This book provides insights to researchers, students and practitioners interested in marketing and sustainability initiatives in the context of emerging markets. It is also recommended for marketing managers and brand consultants who desire an in-depth understanding of how to communicate their organisations green offerings while positioning the organisation as a green brand to influence consumers green purchasing behaviours. Dr. Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, UK. Dr. Ogechi Adeola is an Associate Professor of Marketing and Head of Department of Operations, Marketing and Information Systems at the Lagos Business School, Pan-Atlantic University, Nigeria. Isaiah Adisa is a management researcher and consultant based in Nigeria. Isaiah has co-edited book(s) on green marketing and green people management. Professor Robert E. Hinson is a Professor of Marketing at the University of Ghana and University of Lincoln in the United Kingdom. Dr. Chipo Mukonza is Founder and Managing Director of RC Global Research Training and Consultancy. She is also a Lecturer at Tshwane University of Technology, South Africa. Dr. Ayca Can Krgz is an Associate Professor at the Istanbul Kent University, Turkey.
Note Includes index.
Access Note Access limited to authorized users.
Source of Description Description based on print version record.
Online resource; title from PDF title page (SpringerLink, viewed January 24, 2022).
Added Author Mogaji, Emmanuel, editor.
Series Palgrave studies of marketing in emerging economies.
Available in Other Form Green marketing in emerging economies.
Linked Resources Online Access
Record Appears in Online Resources > Ebooks
All Resources
Section 1: Green Communications And Positioning
Chapter 1: Green Integrated Marketing Communications In Africa By Dr Kojo Kakra Twum And Dr Andrews Agya Yalle
Chapter 2: Green Integrated Marketing Communications: An Asian-african Comparative Study By Dr Genevieve Bosah
Chapter 3: Environmentalist Political Communication: Nation-branding And Political Socialization Through Environmentalism By Prof. Ahmet Ilkay Ceyhan
Chapter 4: Green Positioning Strategies By Dr Abdul-hamid
Section 2: Green Washing
Chapter 5: Green Positioning: A Focus On South And India By Dr Meenakshi Gujral
Chapter 6: Greenwashing By Dr Gul Kaner
Chapter 7: A Critical Approach To Corporate Greenwashing Activities Under The Roof Of Corporate Social Responsibility By Dr Banu Bertan
Chapter 8: Green Washing, Green Knowledge And Green Communications: Exploring The Links By Dr Hilda Dondolo
Section 3: Managing Green Branding Marketing:: Traditional, Digital And Service Perspectives
Chapter 9: Green Branding By Dr Derya Yalcn
Chapter 10: Green Marketing In The Online Environment By Dr Moses Moshe Vhukeya
Chapter 11: Green Service Innovation And Servitization By Dr Ufuk Gur
Chapter 12: Opportunities And Challenges In Green Marketing By Dr Daniel Ofori.

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