1. The effects of green marketing practices on green equity and customer tolerance
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چکیده
منابع مشابه
the effects of planning on accuracy and complexity of iranian efl students’ written narrative task performance
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How green marketing works: Practices, materialities, and images
In the managerially oriented studies that dominate the field of green marketing, the focus is on understanding how to accomplish the marketing of green products in an efficient and profitable manner (see also Ählström, Macquet, & Richter, 2009; Kilbourne, 1998b; Meriläinen, Moisander, & Pesonen, 2000). These studies set out to profile the green consumer (e.g., Baker, Thompson, & Engelken, 2004;...
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The authors present a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firm’s customer equity relative to the incremental expenditure necessary to produce the change. The change in the firm’s customer equity is the change in its current and future customers’ life...
متن کاملA Study of Green Marketing Practices in Indian Companies
The article aims to study green marketing practices and to identify what determines green marketing orientation for a company. A questionnaire-based survey method was adopted for the data collection from 220 companies in India. The data were analyzed using exploratory and confirmatory factor analyses. Further, the proposed hypotheses were tested using structural equation modeling. Product desig...
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ژورنال
عنوان ژورنال: Pressacademia
سال: 2020
ISSN: 2146-7943
DOI: 10.17261/pressacademia.2020.1283