Green Marketing and Management in Emerging Markets

Green Marketing and Management in Emerging Markets, with emphasis on the crucial role of people management towards successful implementation, is an invaluable companion to today’s marketers. Policymakers, business owners, managers, and HR practitioners, particularly in emerging markets, will benefit from the recommendations in this book. I recommend it to you all.

Samuel O Idowu, PhD, Deputy CEO, Global Corporate Governance Institute, UK

Adverse environmental impacts such as greenhouse gas emissions and chemical spills have put the topic of green business firmly on the sustainability agenda. Despite the burgeoning literature on green business and green marketing from the globalised north, there is relative parsimony of green business literature in the global south. This book offers a greater understanding of what green marketing is, as well as the various levels of practices and the implementations thereof. It places specific emphasis on thepeople through which green marketing excellence can be achieved. Contributors argue that, given the complexity of green marketing, effective people management plays a key role in achieving green marketing success, and the chapters consider the role that green human resource management practices play in marketing.

Providing a unique perspective on the successful implementation of green marketing, this book is an important resource for students, researchers and practitioners. It is of particular interest to those who desire a greater understanding of how organisations deal internally and externally with increasing pressure to become more socially responsible and embed ‘greenness’ in all their marketing activities.

Robert Ebo Hinson is a Professor and Head of the Department of Marketing & Entrepreneurship at the University of Ghana Business School.

Ogechi Adeola is an Associate Professor of Marketing and Head of Department of Operations, Marketing and Information Systems at the Lagos Business School, Pan-Atlantic University, Nigeria.

Isaiah Adisa is a Management Researcher and Consultant. He is affiliated with the Olabisi Onabanjo University, Nigeria.