rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Green marketing mix for coffee?
    sub title: A case on Nescafé
  name:
    name part: Mare, Zivai
    name part: active 2024
    role:
      role term: creator
    role:
      role term: author.
  type of resource: text
  genre: Electronic books.
  origin info:
    place:
      place term: enk
    date issued: 2024
    issuance: monographic
  language:
    language term: eng
  physical description:
    form: remote
    extent: 1 online resource : illustrations.
  abstract: The case focuses on incorporating sustainability aspects in marketing strategies via a discussion of green marketing. In the past two decades, sustainability issues have become ever more topical. As consumer interest in sustainability increases, businesses increasingly need to prioritize sustainability in their activities. This case discusses green marketing strategies based on the traditional marketing mix by presenting the extent of green marketing that a business can select and the marketing mix elements that they can focus on. Nestlé's Nescafé brand is discussed as an example of a brand that is incorporating sustainability in its strategy. Despite Nestlé's statement of its commitment to sustainability, critics contend that these are empty words and that the company's sustainability efforts have not been properly implemented. That is, they maintain that Nestlé's efforts are a greenwashing activity, of the sort that businesses embark on to mislead the public into perceiving a brand as sustainable. Students will be asked to design a marketing mix strategy that incorporates green aspects into every element of the marketing mix and to suggest how the green marketing mix strategy can be implemented.
  target audience: specialized
  note: Zivai Mare.
  subject:
    topic: Green marketing
    genre: Case studies
  subject:
    topic: Marketing vert
    genre: Études de cas
  classification: HF5413 .M37 2024
  classification: 658.8
  related item:
    title info:
      title: SAGE business cases
  identifier: 9781071939918
  identifier: 1071939912
  identifier: http://proxy.library.tamu.edu/login
  record info:
    record content source: SGPBL
    record creation date: 231221
    record change date: 20240923172006.7
    record identifier: in00005499732
    language of cataloging:
      language term: eng