Journal Name:
- Review Of Research
Keywords (Original Language):
| Author Name |
|---|
Bookmark/Search this post with
Abstract (Original Language):
Polonsky (1994) defines green marketing as, " All activities designed to
generate and facilitate any exchanges intended to generate and facilitate any exchanges
intended to satisfy human needs or wants, such that the satisfaction of these needs and
wants occurs, with minimal detrimental impact on the natural environment". India is a
world leader in green IT potential, according to a recently released global enterprise
survey. Among the companies that have succeeded thus far in their green marketing
strategies are Apple, HP, Microsoft, IBM, Intel, Sony and Dell. HCL has a
comprehensive policy designed to drive its environmental management program
ensuring sustainable development. HCL is duty bound to manufacture environmentally
responsible products and comply with environmental management processes right from
the time products are sourced, manufactured, bought by customers, recovered at their
end-of-life and recycled. As resources are limited and human wants are unlimited, it is
important for the marketers to utilize the resources efficiently without waste as well as to
achieve the organization's objective. So green marketing is inevitable. The paper
examines the present trends of green marketing in India and its future.
FULL TEXT (PDF):
- 7