Article (PDF Available) in Journal of the Academy of Marketing current state of marketing strategy research by examining the papers in the six. The Authors of the Research Paper. Figure 2: Categorization of Clickstream Research in Marketing soundofheaven.info, accessed . A Research Paper on Digital Marketing Communication and Consumer Buying. Decision Process: soundofheaven.info
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as a contributory factor. At the end of the paper, the author discusses the results, along with implications, limitations and recommended future research directions . Marketing On Integrated Marketing Communication” Submitted for the Award of The research papers published based on the research conducted out of the. Purpose – This paper takes a cautionary stance to the impact of marketing mix by management has been translated into our market research problem in the.
Social Responsibility: This paper is an attempt to study the basic concepts and ideas behind green marketing, importance of green marketing and the challenges which are associated with different aspects of green marketing in the present scenario. In some instances this competitive pressure to consumers or industry, and do not breach any of the regu- has caused an entire industry to modify and thus reduce its det- lations or laws dealing with environmental marketing. Attempts are made by business organizations to be in line with environment friendly products to attract custom- ers. These days Going green is a common phrase among range of activities, including product modification, changes to companies and consumers.
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Publishing your article with us has many benefits, such as having access to a personal dashboard: This free service is available to anyone who has published and whose publication is in Scopus. Researcher Academy Author Services Try out personalized alert features. The most downloaded articles from International Journal of Research in Marketing in the last 90 days.
Digital marketing: A framework, review and research agenda March The influence of social media interactions on consumer—brand relationships: A three-country study of brand perceptions and marketing behaviors March On-demand streaming services and music industry revenues — Insights from Spotify's market entry June The effect of social networks structure on innovation performance: A review and directions for research - Open access March Advertising non-premium products as if they were premium: The impact of advertising up on advertising elasticity and brand equity - Open access September As a result of recent natural According to the American Marketing Association, green mar- and man-made calamities, both enterprises and customers have keting is the marketing of products that are presumed to be en- commenced to be aware of a series of environmental-protection vironmentally safe.
Thus green marketing incorporates a broad issues. These days Going green is a common phrase among range of activities, including product modification, changes to companies and consumers. Climate Change, reducing energy the production process, packaging changes, as well as modify- dependence and costs, excess consumption, burning forests, ing advertising.
Yet defining green marketing is not a simple threatened species and the media attention around them has task where several meanings intersect and contradict each been an important driver for both consumers and companies other; an example of this will be the existence of varying social, to go green. Possible Reasons for firms increased use of Green Marketing are: According to Peattee , the evolution of green market- ing can be divided into three phases; first phase was termed 1.
Organizations believe they have a moral obligation to be designing of innovative new products, when take care of pol- more socially responsible [Davis , Freeman and Liedt- lution and waste issues.
Governmental bodies are forcing firms to become more re- friendly products as the awareness for such products in on the sponsible [NAAG ]; rise as customers are demanding eco-friendly products and 4.
Cost factors associated with waste disposal, or reductions and services that satisfy customers want and need for Qual- in material usage forces firms to modify their behavior ity, Performance, Affordable Pricing and Convenience without [Azzone and Manzini ].
Opportunities - As demand changes, many firms see these services. To study the basic concepts and ideas behind green market- ing. Government Pressure - As with all marketing related ac- 2. To study the importance of green marketing. To identify the challenges associated with different aspects this protection has significant green marketing implications.
Many by-prod- ucts of production are controlled through the issuing of various 5. Cost of Profit Issues - Firms may also use green marketing in environmental licenses, thus modifying organizational behav- an attempt to address cost or profit related issues.
Disposing of ior. For example, some governments biphenyl PCB contaminated oil are becoming increasingly have introduced voluntary curb-side recycling programs, mak- costly and in some cases difficult. Therefore firms that can re- ing it easier for consumers to act responsibly.
In other cases duce harmful wastes may incur substantial cost savings. When governments tax individuals who act in an irresponsible fash- attempting to minimize waste, firms are often forced to re-ex- ion. For example in Australia there is a higher gas tax associated amine their production processes. In these cases they often de- with leaded petrol.
This serves One of the more recent publicized environmental regulations as a double cost savings, since both waste and raw material are undertaken by governments has been the establishment of reduced. In these situations firms lonsky a]. In many cases firms observe competitors Polonsky: One of the main problems is that firms using green promoting their environmental behaviors and attempt to emu- marketing must ensure that their activities are not misleading late this behavior.
Other rimental environmental behavior. Social Responsibility: This that the product as organic. Until or unless some of regulatory translates into firms that believe they must achieve environ- bodies are involved in providing the certifications, which can be mental objectives as well as profit related objectives.
A standard quality control board needs to be in place corporate culture. Firms in this situation can take two perspec- for such labeling and licensing. The new green movements and advocacy pro- sible as a marketing tool; or grammes need to reach the masses and that will be a time con- 2 They can become responsible without promoting this fact.
Indian ayurvedic heritage can help to boost up the green marketing for beauty products. Indian consumers An example of a firm that does not promote its environmental have an extensive exposure to healthy living life style such as initiatives is Coca-Cola. They have invested large sums of money yoga and natural food taking habits; can be helpful to make out in various recycling activities, as well as having modified their the concept of green marketing thoroughly.
While being concerned about the environment, Coke has not used this con- Long gestation period require patience perseverance cern as a marketing tool.
Thus many consumers may not realize It has been observed that the investors and corporate need to that Coke is a very environmentally committed organization. WDW has an extensive waste manage- desired results. The first principle of green —marketing is focusing the custom- erbenefits.
If green product not eco- Price- Have less environmental impact than competitors Price nomical viable, as a result, it will reduce the market acceptabil- ity. It require a modern technology which again green initiatives huge cost in Research and Development.
Examples of companies being environmentally responsible: Green marketing has to evolve since it is still at its infancy stage. Most consumers will only be prepared to pay additional value Adoption of Green marketing may not be easy in the short run, if there is a perception of extra product value.
This value may but in the long run it will definitely have a positive impact on the be improved performance, function, design, visual appeal, or firm. Communicate quality, performance in addition to sustainable aspects Emphasize the personal benefits.
Kellie McElhaney. Market- Place ers also have the responsibility to make the stakeholders aware The choice of where and when to make a product available will about the need and the advantages of green products.
Can green marketing really entice customers to pay more? Electronic Green Journal, 1 2 Author: Analysis and Classification Courtney R. Ottmanthe new rules of green marketing.
II, Issue 3, July-Dec