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Environmental Marketing: Strategies, Practice, Theory, and Research is a timely resource for the 1990s. It examines a broad range of issues that affect environmental behavior while providing materials and guidance to marketing decisionmakers. It will guide your organization toward a decidedly "green" marketing movement, toward marketing concepts and tools that not only serve your organization's objectives but preserve and protect the environment as well.

Environmental Marketing clearly defines the potential roles of organizations, consumers, and governments and examines how these groups impact environmental factors through the marketing process. The book helps you understand alternative perspectives to green marketing issues and, in turn, enables you to make clearer, more conscious decisions toward improving your environmental marketing performance.

This resourceful text begins by defining the concept of environmental or "green" marketing and how the idea of a healthy planet and successful marketing strategies can co-exist. It discusses the consumer's behavior toward environmental products and how marketers can effectively educate them, the guidelines involved in doing so, and the consequences of failing to do so. The marketer's position on environmental changes in industry is examined along with alternatives for striking a balance between marketing objectives and environmental concerns. Finally, the book discusses the global response to environmental marketing and where multi-national organizations belong within this balance.

Environmental Marketing is a book for all managers involved in decisions impacting the environment. It is also of great interest to public policymakers and academics who wish for quick insight into environmental marketing issues.

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CHOICE Review

Addressing one of the hot topics in marketing, this book is a quality source of information on the topic of environmental marketing. The editors have done a nice job of integrating contributions from various authors. Topics covered include ecological imperatives, the eco-marketing philosophy, the consumption culture and environmentalism, ecologically concerned customers, green advertising, and green product trends and market segments. The broad coverage allows the reader to gain insight into the many issues that must be considered in the field of environmental marketing. Interesting examples are presented, such as McDonald's restaurants switching from paper to polyfoam and back to paper to wrap products; the author notes that these switches were made to satisfy consumer demands, even if some choices were not the most environmentally friendly. This reviewer was particularly pleased with the discussion of the relationship of systems theory to environmental marketing. Recommended for graduate, faculty, and professional collections. D. C. Kimball; Elms College