03688nam a22005295i 4500001001800000003000900018005001700027007001500044008004100059020003700100024003500137050001100172072001600183072002300199072001500222100015000237245008400387250001800471264007500489300006400564336002600628337002600654338003600680347002400716505045400740520135001194650002202544650003702566650002702603650003402630650004302664650003602707650002202743650002702765650003402792650003602826650003602862710003402898773002602932776003602958776003602994776003603030856004603066912001403112912001503126999001703141978-3-031-50333-7DE-He21320251030111417.0cr nn 008mamaa240205s2024    sz |    s    |||| 0|eng d  a97830315033379978-3-031-50333-77 a10.1007/978-3-031-50333-72doi 4aHD62.5 7aKJH2bicssc 7aBUS0250002bisacsh 7aKJH2thema1 aNygaard, Arne.eauthor.0(orcid)0000-0002-6179-42331https://orcid.org/0000-0002-6179-42334aut4http://id.loc.gov/vocabulary/relators/aut97063310aGreen Marketing and Entrepreneurshiph[electronic resource] /cby Arne Nygaard.  a1st ed. 2024. 1aCham :bSpringer International Publishing :bImprint: Springer,c2024.  aXV, 169 p. 57 illus., 54 illus. in color.bonline resource.  atextbtxt2rdacontent  acomputerbc2rdamedia  aonline resourcebcr2rdacarrier  atext filebPDF2rda0 aGreen Transition to Sustainable and Circular Economy -- Business Ethics, the Stakeholder Perspective and Circular Business Models -- Green Price and Product Strategy -- Green Promotion and Marketing Communication -- Green Supply Chain Management (Place) -- Stakeholder Analysis and Certification Strategy -- Green SWOT Analysis -- Green Segmentation, Targeting, and Strategic Positioning -- Authenticity, Blockchain Technology and Green Marketing. .  aThis comprehensive book reveals the intricate interplay between entrepreneurship, strategy, and marketing management in the context of sustainability. The book champions the green shift within businesses and organizations, equipping both companies and consumers with the knowledge needed to make well-informed decisions that drive positive market transformations. Providing a holistic understanding of sustainable and disruptive change processes for students and professionals, it looks into a spectrum of powerful strategies, ranging from green marketing approaches and segmentation techniques to the nuances of demarketing and green branding. Readers will uncover the critical role of companies and decision-makers in reshaping consumer behavior and supply chains, while navigating potential pitfalls like the "tragedy of the commons" and "greenwashing." Furthermore, they will gain valuable insights into how strategic positioning and targeted efforts can yield sustainable outcomes and increase consumer willingness to invest in environmentally conscious products. Green Marketing and Entrepreneurship allows readers to explore the profound impact of marketing strategies on the delicate balance of nature and discover actionable green marketing methodologies that can pave the way for a more sustainable and environmentally conscious world. 0aEntrepreneurship. 0aNew business enterprises.961729 0aSustainability.957661 0aIndustrial Management.958197 0aCommunication in organizations.960034 0aIndustrial organization.95788514aEntrepreneurship.24aSustainability.95766124aIndustrial Management.95819724aCorporate Communication.97063424aIndustrial Organization.9578852 aSpringerLink (Online service)0 tSpringer Nature eBook08iPrinted edition:z978303150332008iPrinted edition:z978303150334408iPrinted edition:z978303150335140uhttps://doi.org/10.1007/978-3-031-50333-7  aZDB-2-BUM  aZDB-2-SXBM  c57497d57497