Green marketing

Pages: 110 (27318 mots) Publié le: 1 septembre 2010
Green Marketing
How to integrate environment inside companies?

Table of Content

Executive summary .......................................................................................................................... 4 Introduction ...................................................................................................................................... 5 Part I: GreenMarketing and sustainable development .................................................................... 7 1. Presentation ........................................................................................................................... 7 2. Sustainable development over the years ............................................................................. 12 3. Representative modeling ofthe environment ...................................................................... 14 4. Context ................................................................................................................................ 20 5. Limits .................................................................................................................................. 22 Part II: Marketing Mix................................................................................................................... 27 1. Production ........................................................................................................................... 27 2. Product ................................................................................................................................29 3. Place .................................................................................................................................... 48 4. Promotion ............................................................................................................................ 56 5. The companymanagement.................................................................................................. 72 Part III: The consumer.................................................................................................................... 75 1. The actors within sustainable development ........................................................................ 75 2. Studying the consumer........................................................................................................ 77 3. Survey.................................................................................................................................. 78 Part IV: The consequences of Green Marketing on the company.................................................. 88 1. The employees’ point of view on the environment ............................................................. 89 Part V: Weleda:A company heavily involved in Sustainable Development ................................. 93 1. Presentation of the Company .............................................................................................. 94 2. Company History ................................................................................................................ 96 3. Industry Environment Analysis........................................................................................... 98 2

4. Product review..................................................................................................................... 99 5. Competitive review ........................................................................................................... 101 6. Weleda and the environment............................................................................................. 102 Conclusion .................................................................................................................................... 107 Recommendations ........................................................................................................................ 108 Bibliography...
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