ECOLOGICAL

IMPERATIVES AND THE

ROLE OF MARKETING
• The purpose of this chapter is to
highlight the new role of marketing in
improving our environmental condition.
Discuss four mechanisms of government
intervention (regulation, reformation,
promotion, and participation) and four
r’s of corporate marketing strategy
(redirection of customer needs,
reconsumption, reorientation of
marketing mix, and reorganization) that
are appropriate for promoting
sustainable development.

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