Greener Marketing (1st edition)
Environmental issues are no longer of marginal interest to business. Whether the company operates in mining, cosmetics or transport, it is facing ever greater stakeholder pressure to "green up" its act. No longer are issues of Greener Marketing merely tied to product communication; increasingly, the company's overall approach is being examined. To illustrate how proactive companies are examining environmental issues, 20 original case histories have been produced, including ICI, BT, Traidcraft and B&Q. These examples show that striving for environmental excellence is an essential part of the movement toward Total Quality Management and a prerequisite for future profitability.