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Examines the array of areas within society that are having an impact and are likely to be affected by transition to a new, green world. Focuses on a research project currently under way in the cosmetics and toiletries industry, examining the impact of environmentalism on this industry; discusses specifically the role of marketing. Considers reasons for adopting a case‐based research methodology and explores the research questions adopted in the study. Discusses one of the case companies, placing emphasis on the research issues raised in the study.
Marketing Intelligence & Planning – Emerald Publishing
Published: Apr 1, 1996
Keywords: Environment; Marketing; Methodology; Research; Sustainable development
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