Environmental Strategies
- 1 February 1994
- journal article
- Published by Emerald Publishing in Journal of Business Strategy
- Vol. 15 (2) , 18-20
- https://doi.org/10.1108/eb039621
Abstract
When the Earth Day hype reheated in 1990 after a 20‐year chill, it seemed that environmental marketing would be an important part of corporate strategy for years to come. Many large companies even instituted a new position within their ranks, manager of environmental marketing, to accompany the new selling approach. So it was a strong measure of the rapidly changing times when Procter & Gamble recently announced that it had uprooted that position, and Coca‐Cola reassigned one of its top green‐marketing pros.Keywords
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