Product management in green markets

Abstract

The present paper deals with the concept of green product management. To create a significantly greener economy, there will need to be a range of new and greener products and technologies. Today we are faced with a growth in more innovative "clean technology" solutions. Successful development of new green products requires high levels of communication and integration, good information, early consideration of green issues, support from top management, and benchmarking. The set of controllable tactical marketing tools (product, price, place and promotion) that the company blends to produce the response it wants in the target green market, is the matter of the primary importance to the management.

Keywords

• green product
• recycling
• green packaging
• green promotion
• green pricing
• green logistics
• 7P product concept
• marketing mix