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Several case studies of social political marketing efforts have been published; however, few attempts have been made to move beyond the reporting of case studies toward the development of a general understanding of Macro-Marketing. Many areas of Ecological-Marketing address important, neglected aspects of marketing behavior, such as the relationship and interaction between business and government. Furthermore, an accumulation of benefits to neither government nor industry at the societal level is in evident. Guided by the concepts of parallel-political marketplace, this paper adopts an ecological-marketing paradigm as a framework to explain the interaction among businesses, government and other stakeholders toward a currently reformed environmental policy.
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