green marketing strategies research paper

Green marketing strategies: an examination of stakeholders and the opportunities they present

• Published: 06 October 2010
• Volume 39 , pages 158–174, ( 2011 )

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• J. Joseph Cronin Jr 1 ,
• Jeffery S. Smith 1 ,
• Mark R. Gleim 1 ,
• Edward Ramirez 2 &
• Jennifer Dawn Martinez 3  

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As green marketing strategies become increasingly more important to firms adhering to a triple-bottom line performance evaluation, the present research seeks to better understand the role of “green” as a marketing strategy. Through an integration of the marketing, management, and operations literatures, an investigative framework is generated that identifies the various stakeholders potentially impacted through the environmentally friendly efforts of a firm. Specifically, the inter-connected nature of the core business disciplines of marketing, management (both strategy and human resources), and operations are examined as controllable functions within an organization from which strategies can be enacted to affect a firm’s stakeholders. The prior research in these areas is examined to identify potential research opportunities in marketing while also offering a series of representative research questions that can help guide future research in marketing.

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For the remainder of the paper, we use the triple-bottom line and people/profit/planet (or 3P) concepts interchangeably.

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This research was supported by the Institute for Energy Systems, Economics and Sustainability (IESES) at The Florida State University.

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Cronin, J.J., Smith, J.S., Gleim, M.R. et al. Green marketing strategies: an examination of stakeholders and the opportunities they present. J. of the Acad. Mark. Sci. 39 , 158–174 (2011). https://doi.org/10.1007/s11747-010-0227-0

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Received : 31 December 2009

Accepted : 15 September 2010

Published : 06 October 2010

Issue Date : February 2011

DOI : https://doi.org/10.1007/s11747-010-0227-0

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The Use of Artificial Intelligence in Digital Marketing: Competitive Strategies and Tactics

Stavros Kaperonis

In this part of the book, the authors are diving into how artificial intelligence (AI) is completely changing the game in digital marketing, especially when it comes to the user experience. You see, AI gives companies these super cool abilities to deliver personalized content, analyze data like a pro, and create marketing strategies that really focus on the customer. Plus, AI has given birth to chatbots that have seriously shaken up customer service, making it way more personal and immediate. But, as cool as all this AI stuff is, it's not all smooth sailing. This chapter tackles things like data privacy, security, and making sure there are people who know how to handle it all. What really shows off the power of AI is how companies like Amazon and Spotify are using it to make the customer experience better. The more AI becomes a part of digital marketing, the more necessary it is to understand the good, the bad, and the sometimes ugly, to make sure AI is being used in the best and most ethical way possible.

TUĞBA YEĞİN

With the developing and fast changing technology, marketing strategies have also necessarily changed in order to meet the demands and needs of consumers. The fact that businesses don’t keep up with this changing system puts them out of the wheel. In daily life, where consumption never ends, marketing strategies are also consumed very quickly. Its name changes according to the ages, but the main goal is always more profitability. Sales and marketing are now digitalized and shopping has become widespread in virtual environments. Most customer services are performed by Chatbots. Each one from Siri to augmented reality application is in our lives. These smart systems date back to the 1970s. Well, where are the artificial intelligence and smart robots that take their place in almost every sector, which is the favorite of recent years, from health to defense? Although the answer to this question has just begun to be researched, it isn’t difficult to predict that it will be one of the most...

Our Heritage

Chitsimran Chitsimran

Business being dynamic is evolving day by day, such innovations can be seen in each and very sphere of the business. The marketing sphere has also not left un touched of it, with the change in the mode of the communication and integration the conventional marketing has been evolving into the non-conventional marketing through the inculcation of the Artificial Intelligence in the marketing, the development of this had lead to major change in the marketing to study the evolution of the AI in the marketing and along with the adoption and the perspective of the customers toward AI marketing has been desired to study through the medium of this research, for this the survey has been conducted through the questionnaire system composed of different mix of the customer to know their awareness toward the AI in marketing and along with that the factors which lead to their adoption of the AI. The study has concluded that yes although there has been major inclement toward the AI but still its proper implementation would take some time for the over all adoption on the level of the customers also and on the level of companies also.

The TQM Journal

Michelle Bonera

PurposeThis paper explores if and how Artificial Intelligence can contribute to marketing strategy formulation.Design/methodology/approachQualitative research based on exploratory in-depth interviews with industry experts currently working with artificial intelligence tools.FindingsKey themes include: (1) Importance of AI in strategic marketing decision management; (2) Presence of AI in strategic decision management; (3) Role of AI in strategic decision management; (4) Importance of business culture for the use of AI; (5) Impact of AI on the business’ organizational model. A key consideration is a “creative-possibility perspective,” highlighting the future potential to use AI not only for rational but also for creative thinking purposes.Research limitations/implicationsThis work is focused only on strategy creation as a deliberate process. For this, AI can be used as an effective response to the external contingencies of high volumes of data and uncertain environmental conditions, a...

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