Summary
Consumers are being bombarded with green messaging online, in print, and on TV. Repositioning a brand to be greener is a top planning activity among marketers. Firms are trying to tap into the growing segment of consumers who may pay a premium for a product from an environmentally or socially responsible company. Hidden beneath green brand strategies are eBusiness managers striving for increased profitability through paperless eBilling and eStatements. eBusiness professionals should position internal and external Web properties as the primary channel to support green initiatives.
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