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3.5.2 Green advertising Peattie, (1992) described Green Marketing as: 'The management process responsible for identifying, anticipating and satisfying the demands of customers and society at a profitable and sustainable way.' In spite of the fact that this definition goes almost two years ago, the meaning of this discipline remains faithful to the preceding notion, what has changed during these decades is the fact that the environmental conditions have worsened and deepened, creating a more powerful necessity for green advertising and associated regions to step up. Apaolaza and Hartmann (2006) add that in current times green marketplaces are climbing in different corners of the world focusing on satisfying the expectations of a fresh green consumer segment. Green products are not only being produced by specialized businesses but also by the traditional organizations which have become interested in this market. However the author emphasize that this green behaviour have had little impact on the environment and its advancement, variable that in the future might disincentive customers, which see these collection of green tags as a means to help Earth and steer clear of radical climate fluctuations. The adopt and program of greener policies shouldn't be taken slightly and it should respond to some real conviction of changing the company culture. As Polonsky and Rosenberger (2001) explain, Green Marketing is now a part of the 'philosophical cloth' that joins an entire organization together. It should be adopted in all levels of the business, expanding out of its core values, its culture and to its business plans. Polonsky and Rosenberger (2001) also summarize two relevant factors in a organization's choice to become more straightforward: extern...