Michael Jay Polonsky

TL;DR: The scope and importance of the relationship between business and the environment, and a survey of the pitfalls and abuses are discussed in this article, with a focus on the role of the environment.

TL;DR: In this article, the authors discuss how environmental marketing strategy can be improved by following the four-step stakeholder management process, which involves identifying the relevant stakeholder groups; determining the stake of each group; determining how effectively the "expectations" of each groups are met; and developing corporate objectives and priorities that consider the stakeholder's interests.

TL;DR: In this paper, the authors discuss why the three groups above have had difficulties in embracing environmental issues, thus impeding real transformative green marketing from occurring, and propose to look for new ways of calculating and communicating value that integrates environmental value.

TL;DR: In this paper, the authors argue that traditional marketing and management tools, such as the marketing audit or PEST (political/economic/social/technological) analysis, fail to fully integrate the environmental implications of actions into the marketing process.

TL;DR: In many cases, the inclusion of environmental issues in the marketing mix is largely motivated by the organization's desire to address consumers' increasing level of environmental awareness as mentioned in this paper, however, producers face three problems when they attempt to utilize environmental marketing: a lack of credibility; consumer cynicism; consumer confusion over claims.