INTERNATIONAL GREEN MARKETING

INTRODUCTION

This is a summary on a journal of international green marketing by Gurau and Ranchhod (2005), which addresses issues that influence marketing of ecological products. Following this is a critique of the article, intending to identify if any of these claims made by Gurau and Ranchhod are valid and significant.

SUMMARY

Gurau and Ranchhod (2005) argue that, unlike the British, Romanian firms export ecological products using foreign agents.

A major trend in modern business is ‘Green marketing’ (Kassaye, 2001), where customer awareness of the environment leads to high demand of ecological products (also known as ‘green’ products). It defines ecological products as that manufactured “using toxic-free ingredients….”. Green marketing experience challenges such as customer complaints regarding the high costs and unglamorous images of the products. Green products are mainly marketed in developed countries, for instance,......

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Title: International Green Marketing
Approximate Word Count: 994
Approximate Pages: 4 (250 words per double-spaced page)

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