Green Marketing 4.0

This marketing guide leads decision-makers from sustainable companies, green brands, and mass market providers through the current state of green marketing to the transformation 4.0 and its driving forces. The authors draw on Philip Kotler's approach to Marketing 4.0 and translate it into the realm of sustainability marketing. They demonstrate how green marketers can actively shape the transformation of green markets in the 4.0 era.

How can Green Davids maintain or expand their position as trust and quality leaders? What contribution do Greening Goliaths make to the transformation of green markets? How relevant will the We-Economy be in the future? How can tensions such as greenwashing or green glamour be resolved? The book addresses these and other questions, provides models and background information, offers insights with numerous examples, and presents a comprehensive set of essentials for implementation.

Content:

• The principles of Green Marketing 4.0
• The transformation of green markets
• Marketing strategies for Green Davids and Greening Goliaths
• Best practice examples: Tip Me, Ja! Natürlich, Share, Body Shop, Karma Classics, Unilever, IKEA, Amazon Fresh, Patagonia, Method, DPD, Vaude, MyAcker, Coffee Cooperative, ethletic, Ecosia, Heldenmarkt, Avocadostore, Bio vom Berg, Grüne Erde, Timbercoast, Google for Good

The authors, Dr. Andrea Grimm and Dr. Astin Malschinger, have built the Austrian Marketing University of Applied Sciences over 20 years, established a Consumer Science Center and a Trend Forum, and developed and led innovative study programs. Additionally, they advise companies in the areas of sustainability, green marketing, branding, user experience, and consumer science through their agency "Say Green.".