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Table Of Contents

1 Introduction
2 Rockwool Background
3 Problem Discussion
3.1 Purpose
3.2 Research questions
4 Frame of Reference
4.1 Green Marketing
4.2 Why go green?
4.2.1 Social Responsibility
4.2.2 Opportunities
4.2.3 Governmental pressure
4.2.4 Competitive pressure
4.2.5 Cost or profit issues
4.3 Green Marketing strategies
4.3.1 Defensive vs. Assertive
4.3.2 Lean, Defensive, Shaded and Extreme
4.3.2.1 Lean Green
4.3.2.2 Defensive Green
4.3.2.3 Shaded Green
4.3.2.4 Extreme Green
4.3.3 The Green Marketing mix
4.3.3.1 Promotion
4.3.3.2 Product
4.3.3.3 Place
4.3.3.4 Price
5.1.2.1 Interviews
Figure 5-1 Summary of interviewees
5.1.3 Strengths and Weaknesses of Interviews
5.1.4 Critical reflection on the Rockwool Group
5.1.4.1 Interview Guide
Figure 5-2 Green Marketing Strategy – Interview questions
5.1.5 Data Analysis
6 Empirical findings and Analysis
6.1 Why did Rockwool go green?
6.1.1 Empirical Findings I
6.1.2 Analysis I
6.2 Green Marketing Strategy
6.2.1 Empirical Findings II
6.2.2 Analysis II
6.3 Green Marketing Mix
6.3.1 Empirical Findings III – Promotion
6.3.2 Analysis III – Promotion
6.3.3 Empirical Findings IV – Product
6.3.4 Analysis IV – Product
6.3.9 Summary
8 Discussion
Appendix 1
Appendix 2
Appendix 3
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Published by: Sunny on Mar 23, 2011
Copyright:Attribution Non-commercial

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12/06/2012

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