Publication: Effects of green marketing strategy 4ps on firm performance
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Date
2015
Journal Title
Journal ISSN
Volume Title
Publisher
AkiNik Publication
Abstract
This is a conceptual paper to study the effects of green marketing strategy on the firms' performance. The paper aims at presenting the reviews of the literature on the green marketing and analyses the four factors that will influence the firms' performance. As green marketing strategy become increasingly more important to firms adhering to a triple-bottom line performance evaluation, the present paper seeks to better understand the role of "green marketing mix" as a marketing strategy. The conclusion that was drawn is that, green product, price, distbution and pormotion have a positive effect on the firms' performance.
Description
Volume: 1 Issue 12, Part L
Keywords
Green marketing strategy, firm performance