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| Article Name : | | | GREEN MARKETING IN INDIA: THE ROAD AHEAD | | Author Name : | | | Neha Arora | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | GRT-3485 | | Article URL : | |  | Author Profile View PDF In browser | | Abstract : | | | Green marketing has gained immense importance the world lately. 'Green marketing', as the term suggests is the marketing of products and services that are presumed to be environmentally benign. It does not restrictitself to mere selling activities but it starts from the stage of new product development itself. It is important to reframe the 4 P's of marketing mix ofexisting products to make them greener as far as possible and develop new products keeping in mind the green marketing's marketing mix. The firms should focus on developing green products which match the needs of the end users and also helps companies in earning sustainable profits. The present paper tries to develop a conceptual framework and analyse the concept of green marketing. It also highlights the use of green marketing by the multinational firms by studying various case-studies using the secondary data sources. | | Keywords : | | |
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