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Environmental marketing's new relationship with corporate environmental management
Author(s) -
Coddington Walter
Publication year - 1993
Publication title -
environmental quality management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.249
H-Index - 27
eISSN - 1520-6483
pISSN - 1088-1913
DOI - 10.1002/tqem.3310020310
Subject(s) - business , corporation , marketing , perspective (graphical) , green marketing , greening , marketing management , process (computing) , public relations , political science , computer science , finance , artificial intelligence , law , operating system
Issues of environmental marketing track back to issues of environmental management—i.e., to issues of overall corporate environmental commitment and responsibility. It is absolutely essential that a commitment to corporate environmental improvement be in place before an environmental marketing program is launched. Additionally, marketers can and should play a central role in the greening of the corporation. The marketer brings at least two important skills or strengths to the environmental improvement process—strengths of perspective and strengths of skill set.