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The Virtues of Green Marketing

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This open access book explores the idea that corporate rhetoric can be a force for good. In developing a new framework for analysis and discussion of green marketing, the authors argue that corporate environmental rhetoric can be harnessed to contribute to climate transition and a more sustainable market economy. The work explores the transformative power inherent in green promises and sets a vision of what green marketers should strive for. Engaging with selected research on organizational theory, the authors negotiate the conflicting paradigms of rhetorical theory and their relation to the study of corporate legitimation practices. The resulting theoretical framework provides an analytical scheme that can be useful in various disciplines – such as sociology, economics, law, marketing theory, and communication. It also illustrates how we can find new answers to contemporary challenges by re-imagining rhetoric.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

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Penerbit

Cham, Switzerland : Palgrave Macmillan., 2023

Deskripsi Fisik

173 hlm.

Bahasa

Inggris

ISBN/ISSN

978-3-031-32979-1

Klasifikasi

NONE

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MARKETING
Corporate Communication

Info Detail Spesifik

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Pernyataan Tanggungjawab

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Versi lain/terkait

Lampiran Berkas

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