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In a world where consumer consciousness and corporate responsibility are no longer optional, "Environmental Marketing: A Modern Approach" provides a comprehensive and practical guide to building successful and sustainable brands. This textbook goes beyond simple "green" claims to explore the strategic and ethical dimensions of marketing in the 21st century.
Through in-depth explanations, real-world examples from the Philippine context, and a hands-on capstone project, this book equips students with the tools to understand the green consumer, navigate the complexities of greenwashing, and integrate sustainability into every aspect of the marketing mix. From green product innovation to ethical pricing and cause-related partnerships, this is an essential resource for the next generation of marketers committed to creating both profit and positive planetary impact.
Through in-depth explanations, real-world examples from the Philippine context, and a hands-on capstone project, this book equips students with the tools to understand the green consumer, navigate the complexities of greenwashing, and integrate sustainability into every aspect of the marketing mix. From green product innovation to ethical pricing and cause-related partnerships, this is an essential resource for the next generation of marketers committed to creating both profit and positive planetary impact.
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