On the 4Ps & 4Cs of Green Logistics Marketing Mix

• Authors: Ozturkoglu Yucel
• Languages of publication: EN

Abstracts

EN

The world is getting more polluted each day. Fortunately, consumers are now more aware and concerned about environmental issues. Customers are expecting the same sensitivity to the environment in both marketing and production strategies of companies. The main aim of this paper is to develop a framework for understanding the integration of green marketing concept with the marketing mix both in the form of 4Ps (price, place, promotion, product) and 4Cs (communication, costs, convenience, customer). This paper will deal with the environmentaly friendly measures to be taken by marketing organizations. In addition to the green marketing sub-mix, some important strategies, including green logistics and reverse logistics topics, are handled extensively with the aim of completing the framework of the green marketing.

Keywords

EN

Green Marketing; Marketing Mix; 4Cs; 4Ps; Green Logistics; Reverse Logistics

• Publisher: Międzynarodowa Wyższa Szkoła Logistyki i Transportu
• Journal: Logistics and Transport
• Year: 2016
• Volume: 29
• Pages: 5-18

Contributors

author

Ozturkoglu Yucel

• Yaşar Üniversitesi Izmir