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Grön marknadsföring: En guide till grön framgång
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2010 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this thesis is to analyze green marketing and green brand building from a managerial perspective, with the intention to create an implementation guide for companies in the Swedish consumer market.  The essay is based on a qualitative approach with a mixture of inductive and deductive elements. We have interviewed five people with close links to green marketing. 

We have during the study identified a number of touch points to be particularly important in the process of incorporating green marketing. These findings are presented in full in chapter five. We have found that the framework of green marketing is established during the company’s choice of green strategy. Green marketing also includes aspects such as brand development, positioning and segmentation and construction of green communications. Furthermore, we have identified actions to provide customer re-assurance of a company’s green marketing. The findings are summarized in a model which is intended to help managers in their decision to incorporate green marketing strategies.

 

Place, publisher, year, edition, pages
2010. , p. 82
Keywords [sv]
grön marknadsföring, miljö, varumärke, positionering, målmarknad
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-5877OAI: oai:DiVA.org:lnu-5877DiVA, id: diva2:322525
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2010-06-11 Created: 2010-06-07 Last updated: 2010-06-11Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
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