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Emerging Trends in the Green Marketing Space: Implications for Theory, Practice and Policy Formulation

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Green Marketing in Emerging Markets

Abstract

The relevant question, “Can we be green and profitable simultaneously?” will continue to arise in the minds of entrepreneurs, investors, and business owners whenever the discussion of green marketing is raised. Ensuring that the business goals of profit maximisation, the health of the populace, and the preservation of environmental resources for future generations are achieved will require an understanding of green marketing practices in organisations and amongst stakeholders. This chapter identifies the drivers of green marketing as a sustainable practice in organisations and the implications for theory and policy formulation in emerging markets. Organisations in emerging markets must integrate green initiative into their strategic business positioning if they desire to achieve operational success in green marketing practices. It is pertinent to note that attaining green marketing goals demands a strategic and operational commitment from organisations in emerging markets.

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Mukonza, C., Adeola, O., Adisa, I. (2021). Emerging Trends in the Green Marketing Space: Implications for Theory, Practice and Policy Formulation. In: Mukonza, C., Hinson, R.E., Adeola, O., Adisa, I., Mogaji, E., Kirgiz, A.C. (eds) Green Marketing in Emerging Markets. Palgrave Studies of Marketing in Emerging Economies. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-74065-8_12

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