Palgrave Studies of Marketing in Emerging Economies

Green Marketing and Management in Emerging Markets

The Crucial Role of People Management in Successful Implementation

Editors: Hinson, Robert E., Adeola, Ogechi, Adisa, Isaiah (Eds.)

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  • Explored the extent that green people management / HRM practices promote green innovation
  • Examines how green people management can drive employee engagement to achieve sustainable business practice and green marketing success
  • Features contributions from a case of international academics from Nigeria, Ghana, Kenya, France, Australia, and the UK
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  • ISBN 978-3-030-73007-9
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Hardcover 57,19 €
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About this book

Adverse environmental impacts such as greenhouse gas emissions and chemical spills have put the topic of green business firmly on the sustainability agenda. Despite the burgeoning literature on green business and green marketing from the globalised north, there is relative parsimony of green business literature in the global south. This book offers a greater understanding of what green marketing is, as well as the various levels of practices and the implementations thereof. It places specific emphasis on the people through which green marketing excellence can be achieved. Contributors argue that, given the complexity of green marketing, people management plays a key role in achieving green marketing success, and the chapters consider the role that green human resource management practices play in marketing.

Providing a unique perspective on the successful implementation of green marketing, this book is an important resource for students, researchers and practitioners. It is of particular interest to those who desire a greater understanding of how organisations deal internally and externally with increasing pressure to become more socially responsible and embed ‘greenness’ in all their marketing activities.

About the authors

Robert Ebo Hinson is Professor and Head of the Department of Marketing & Entrepreneurship at the University of Ghana Business School. Before becoming an academic, he worked in advertising as an Account Director supervising global brands such as Microsoft and Mercedes Benz. Since turning academic, he has worked in various capacities for African, North American and European Universities. Robert is a Professor of Marketing and holds a DPhil in Marketing and a PhD in International Business. 

Ogechi Adeola is an Associate Professor of Marketing and Head of Department of Operations, Marketing and Information Systems at the Lagos Business School, Pan-Atlantic University, Nigeria. She has published several academic books and articles in top scholarly journals, with a focus on emerging economies. Her co-authored papers won Best Paper Awards at international conferences in 2016–2019, consecutively.

Isaiah Adisa is an astute and dynamic management researcher. He has co-authored book chapters and journal articles. His co-authored paper won the best paper award in 2019 at the 13th MBAcademy International Conference on Management Businesses Organization and Innovation (IMBAC2019). Isaiah’s research interests cut across human resources management, organisational behaviour, marketing and gender studies.

Table of contents (11 chapters)

Table of contents (11 chapters)
  • Introduction: Green Marketing and Management in Emerging Markets—Achieving Success Through People

    Pages 3-11

    Hinson, Robert E. (et al.)

  • Green Business Practices in Emerging Economies

    Pages 13-28

    Ayentimi, Desmond Tutu (et al.)

  • Green Human Resources Management as an Innovation Mechanism

    Pages 29-41

    Lamptey, Yvonne Ayerki

  • Green Marketing and Social Practices: Managing People as Carriers of Sustainability Practices

    Pages 45-57

    Shittu, Olamide (et al.)

  • Driving Green Marketing in Emerging Markets Through Green Leadership

    Pages 59-72

    Akaighe, Godbless (et al.)

Buy this book

eBook 46,00 €
price for Spain (gross)
  • ISBN 978-3-030-73007-9
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 57,19 €
price for Spain (gross)
  • ISBN 978-3-030-73006-2
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Green Marketing and Management in Emerging Markets
Book Subtitle
The Crucial Role of People Management in Successful Implementation
Editors
  • Robert E. Hinson
  • Ogechi Adeola
  • Isaiah Adisa
Series Title
Palgrave Studies of Marketing in Emerging Economies
Copyright
2021
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
eBook ISBN
978-3-030-73007-9
DOI
10.1007/978-3-030-73007-9
Hardcover ISBN
978-3-030-73006-2
Series ISSN
2730-5554
Edition Number
1
Number of Pages
XVII, 182
Number of Illustrations
6 b/w illustrations
Topics