Strategic and Operational Perspectives

Editors: Chipo Mukonza, Robert E. Hinson, Ogechi Adeola, Isaiah Adisa, Emmanuel Mogaji, Ayça Can Kirgiz

Green marketing has risen in prominence over recent years as corporations face calls to lower their carbon footprint, engage in socially responsible practices, and promote sustainable ways of conducting business. In emerging economies, social, economic, and environmental problems resulting from rapid industrialisation requires urgent attention. Promoting environmentally responsible practices through green marketing has been identified as a key solution.

The book reveals what the developments in green marketing mean for businesses operating in emerging economies

Sheds light on green marketing as an integrated and strategic process

Provides a conceptual and empirical overview of the topic of Green Marketing


Chipo Mukonza is a  Lecturer at the Tshwane University of Technology in Polokwane, South Africa.  

Ogechi Adeola is an Associate Professor of Marketing at the Lagos Business School, Pan-Atlantic University, Nigeria.

Isaiah Adisa is a management researcher and consultant based in Nigeria.

Robert EHinson is a Professor and Head of the Department of Marketing and Entrepreneurship at the University of Ghana Business School.

Emmanuel Mogaji is a Senior Lecturer in Advertising and Marketing Communications at the University of Greenwich, United Kingdom.


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