Greenifying businesses – the four Ps and marketing challenges
Greenifying businesses – the four Ps and marketing challenges a discussion paper by Mahmud Yussop 3 March,2016 Introduction Green Marketing has been a growing trend globally especially with the prominence of the environmental issues advanced by many layers and groups in society across the globe. Green marketing is taking shape as one of the key business strategies of the future. This is because of the increasing environmental consciousness which leads consumers to believing that shifting to the more environmental friendly products and services are an effort to help improve the environment. Businesses need to adapt to this unstoppable trend and supply end users or consumers what they demand to capitalise the current market prospects. It is worth noting that Green Marketing is also sometimes referred to as Environmental Marketing, Ecological Marketing and Eco-Marketing. There is no official definition as to what Green Marketing is, but the writer would define it b...