Article by Glennon Franklin
There are three elements to a successful green marketing campaign: being credibly green, addressing a need, and communicating in an environmentally friendly way. we will explore each in more detail.
First: Credibility. this requirement is somewhat unique in the realm of marketing. consider the scenario where Harley-Davidson had to certify that all employees ride motorcycles or whole Foods had to attest to the good eating habits of its employees. neither do, of course.
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Green Marketing: Fundamentals of a Successful Direct Marketing Campaign
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