Cosmetics’ Green Marketing as the Best Marketing Approach in 20th Century
MARKETING MANAGEMENT Final Paper Cosmetics’ Green Marketing as the Best Marketing Approach in 20th Century
Written by : KATHARINA DWIARNIE 1157024 International Class BATCH 57 Magister Management Gadjah Mada University 2011
Abstract
Environmental issues influence all human activities and even more influent the business, especially true in marketing. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society 's new concerns, which is the global warming. Some businesses have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. We also recognize the impact of human action on environmental quality. At the same time, we note that businesses have entered the ‘green market’. The goal of this paper is to open a discussion about green marketing. We raise questions regarding how firm governance impacts the ability of firms to incorporate environmental objectives into profit maximization.
Introduction
Global Warming 'Threat to Growth ' Global warming could cut the world 's annual economic output by as much as 20%, an influential report by Sir Nicholas Stern is expected to say. While that is a worst case scenario, the report claims that at the very best the cost of tackling global warming would be 1% of annual economic output. Sir Nicholas 's comments are expected to form the core of The Stern Review that is due to be released on Monday. It is important because it looks at economic, not environmental, arguments. Wide audience According to BBC business correspondent Hugh Pym, the report will carry weight because Sir Nicholas, a former World Bank economist, is seen as a neutral figure. Unlike earlier reports, his conclusions are likely to be seen as objective and based on cold, hard economic fact, our correspondent said. It also may help win over sceptic in the US,
Written by : KATHARINA DWIARNIE 1157024 International Class BATCH 57 Magister Management Gadjah Mada University 2011
Abstract
Environmental issues influence all human activities and even more influent the business, especially true in marketing. As society becomes more concerned with the natural environment, businesses have begun to modify their behavior in an attempt to address society 's new concerns, which is the global warming. Some businesses have been quick to accept concepts like environmental management systems and waste minimization, and have integrated environmental issues into all organizational activities. We also recognize the impact of human action on environmental quality. At the same time, we note that businesses have entered the ‘green market’. The goal of this paper is to open a discussion about green marketing. We raise questions regarding how firm governance impacts the ability of firms to incorporate environmental objectives into profit maximization.
Introduction
Global Warming 'Threat to Growth ' Global warming could cut the world 's annual economic output by as much as 20%, an influential report by Sir Nicholas Stern is expected to say. While that is a worst case scenario, the report claims that at the very best the cost of tackling global warming would be 1% of annual economic output. Sir Nicholas 's comments are expected to form the core of The Stern Review that is due to be released on Monday. It is important because it looks at economic, not environmental, arguments. Wide audience According to BBC business correspondent Hugh Pym, the report will carry weight because Sir Nicholas, a former World Bank economist, is seen as a neutral figure. Unlike earlier reports, his conclusions are likely to be seen as objective and based on cold, hard economic fact, our correspondent said. It also may help win over sceptic in the US,
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