文章基本信息

标题：EFFECTS OF GREEN MARKETING STRATEGY ON THE FINANCIAL AND NON-FINANCIAL PERFORMANCE OF FIRMS: A CONCEPTUAL PAPER
本地全文：下载
作者：Bilal Mohammad Eneizan ; Kalsom Abd.Wahab ; Zainon M.S 等
期刊名称：Arabian Journal of Business and Management Review
电子版ISSN：2223-5833
出版年度：2016
卷号：5
期号：12
出版社：Sohar University, Oman and American University of Kuwait
摘要：This is a conceptual paper to study the effects of green marketing strategy on the firms’performance. The paper aims at presenting the reviews of the literature on the green marketingstrategy and analyses the seven factors that will influence the firms’ performance. As greenmarketing strategy become increasingly more important to firms adhering to a triple-bottom lineperformance evaluation, the present paper seeks to better understand the role of “green marketingmix” as a marketing strategy. The conclusion that was drawn is that, green product, green price,green distribution, green promotion green people, green process, and green physical evidencehave a positive effect on the firms’ performance
关键词：Green marketing strategy; firm performance