Going Green, Green Greener with True Marketing and Strategic Planning: A Practical Approach with Illustrative Examples

Abstract

Marketing is a process, a tried-and-true systematic approach for matching services and products to customers’ wants, needs, and desires within the resources and mission of the organization. Successful marketing is based upon a well-sculpted mission and organizational goals and objectives, a result of strategic planning. But success can be elusive if either marketing or strategic planning is conceived in isolation. This paper will discuss the necessary partnership and offer two illustrative examples for accomplishing “going green goals and objectives.”