Abstract:
Today many companies want to improve their greenness. A way to do this is by
greening the marketing mix. The current green marketing literature only touches
upon certain aspects of the marketing mix.As green marketing strategy become
increasingly more important to firms adhering to a triple-bottom line performance
evaluation. The purpose of the study is to investigate how a company blends its
greenness sense into their marketing mix and marketing strategy and the response
from the customers toward corresponding aspects. Companies that use the extreme
green strategyfully incorporate environmental issues and responsibility into their
business strategiesand address issues related to marketing mix for the environment.
Strategic greeningin one area may or may not be leveraged effectively in others.
So, organizations mustensure that green marketing activities are assimilated
holistically, especially if theyare used in positioning or promotional activities.This
paper discusses assimilation of green marketing and marketing mix by way of
considering the 4 Ps of marketing as a strategy to improve competitive advantage.
