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	July 16, 2009 Green Marketing Will Grow In 2009 Successful Green Strategies Save Costs And Generate Additional Revenues by Steven Noble with Christine Spivey Overby, Erik Hood, Jean-Yves Lugo

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Executive Summary

Does green marketing still matter? With consumer concern for the environment, standards and regulations changing, and the ability for organizations to save by being green, green strategies are more important than ever. Organizations have launched a number of green activities focused on product development and innovation, improved operations, corporate behavior, and marketing efforts. Marketing leaders should base green initiatives on their specific target consumer expectations and provide trustworthy information to avoid greenwashing accusations.

TABLE OF CONTENTS

• As Green Marketing Matures, It Faces Challenges
• Marketers Are Initiating Green Activities
• Moving Toward A Greener Strategy: Five Key Actions

RECOMMENDATIONS

• Proceed Cautiously With Green Marketing
• Supplemental Material
• Related Research Documents

This is an excerpt

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