Painting marketing education (or how to recycle old ideas)

This paper takes a critical review of the trend to incorporate green issues in marketing strategies and explores the implications for marketing education. This paper questions the wisdom of marketing departments going green by examining a range of factors which could influence the level of competitive advantage gained by firms from such a move. Examples of these factors such as consumer and management attitudes, pressure groups and media interest are discussed as are disincentives to change such as cost, shareholder pressure, organisational insertion and operational problems.