Browsing by Author "Adisa, Isaiah"

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Green marketing in emerging economies: Communication and brand perspective: An introduction

Mogaji, Emmanuel; Adeola, Ogechi; Adisa, Isaiah; Hinson, Robert E.; Mukonza, Chipo; Kırgız, Ayça Can (Palgrave Macmillan, 2022)

Green marketing functions encompass branding, packaging, and communication of the benefits of green products to attract and retain green consumers. It is also aimed at achieving sustainability goals. With the growing ...
Green marketing: An introduction

Mukonza, Chipo; Hinson, Robert E.; Adeola, Ogechi; Adisa, Isaiah; Mogaji, Emmanuel; Kırgız, Ayça Can (Palgrave Macmillan, 2021)

In recent years, the concept of green marketing has gained prominence due to the increasing need for environmentally conscious practices in organisations. In emerging markets, the increase in industrial activities puts ...