TACTICAL AND STRATEGIC APPROACHES TO GREEN MARKETING: CONCOMITANT IMPLICATIONS ON THE CORE MARKETING MIX

Abstract

This study evaluated the implications of green marketing strategies and tactics on the core marketing mix (4P’s: product, price, promotion and place/physical distribution). The social exchange theory was adopted as the underpinning theory upon which the study was anchored. The study conceptually appraised the duo of tactically and strategic approaches to green marketing activities. The study conceptually implemented green marketing tactics and strategies on green product, green pricing, green promotion and green physical distribution. The study concluded that corporate environmentalism has become an essential imperative for contemporary business, and firms that go green should have a first-mover advantage over those that do not. The study recommended that corporate organizations need to ensure that green marketing activities are integrated holistically, especially if those activities are used in market positioning or promotional campaigns. Corporate organizations need to evaluate different environmental factors that influence customer decision for green products; and adopt a combination of those factors that can bring about distinct outcomes in terms of turnover, improved market share, customer retention, productivity and profitability.