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The Green Marketing Mix

The Green Marketing Mix

In 1948 Culliton said that a marketing decision should be a result of something similar to a recipe. Borden later coined the term 'Marketing-Mix'. McCarthy (1960) proposed a four P classification to the mix. This checklist offers a useful tool to analyse the status of any marketing situation. Generations of Marketing Students have been taught to use the marketing mix in creating market plans.
In 1989,  I introduced the term "Green Marketing Mix". Using this particular marketing mix, an audit can be created to check whether products are light or dark green. With some modification, the checklist can be applied to all types of product whether targeted to businesses or consumers.


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