This e-book focuses on green marketing in the business-to-business
context with a special emphasis on new media. Although the body of
academic literature on green marketing and environmental issues has
expanded in recent years, contributions have mainly concentrated on
consumer product development, organizational purchasing and green
marketing strategies. A majority of studies have discussed the
importance of greenness in consumer marketing and relatively little
research has been conducted in business-to-business settings such
as industrial marketing. With respect to the use of new media in
environmental and green marketing communications, literature has
just started to emerge.
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