Chapter 6
No product, regardless of how well it is designed, will reach consumers unless it is marketed effectively. The marketing function is an important component of any business. It is involved in the development, communication, and provision of value to consumers of the firm’s products or services. This chapter demonstrates how sustainability efforts are integrated across the marketing mix: product, price, place (distribution), and promotion.
Product
The first element of the marketing mix is the product. The sustainable business addresses issues related to the product’s design, packaging, and branding.
Sustainable businesses focus on green product design and development, as discussed in chapter 5. Green product design and development ...
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