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Argues that “Green Marketing” is taking shape as one of the key business strategies of the future, and that the increasing environmental consciousness makes it incumbent on consumer marketers not just to respond to it, but to lead the way in environmental programs. Sets forth the need and recommendations for incorporating environmental concerns into strategic marketing planning of the organisation.
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McDaniel et al. (Mon,) studied this question.
synapsesocial.com/papers/6a0fea6cfa36b6e053fd069b — DOI: https://doi.org/10.1108/07363769310041929
Stephen W. McDaniel
University of North Carolina at Chapel Hill
David Rylander
RISE Research Institutes of Sweden
Journal of Consumer Marketing
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