Marketing to change public opinion on climate change : a case study
Data(s) |
2009
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Resumo |
Corporate advertisers spend far greater budgets than any social marketing campaign and have great potential to change public opinion on the urgent need for action on climate change. However “green-washing” has become a widespread practice by companies that wish to appear to be socially responsible without a genuine commitment and consumers can be very cynical about green marketing campaigns. Can companies be climate change advocates and still satisfy shareholders? This paper offers a case study on an Australian insurance company that argues it can make money from doing the right thing. |
Formato |
application/pdf |
Identificador | |
Publicador |
Common Ground Publishing |
Relação |
http://eprints.qut.edu.au/27985/1/Marketing_to_Change_Public_Opinion.pdf http://on-climate.com/journal/publications/ Mcdonnell, John & Bartlett, Jennifer L. (2009) Marketing to change public opinion on climate change : a case study. The International Journal of Climate Change : Impacts and Responses, 1(3), pp. 64-73. |
Direitos |
Copyright 2009 Common Ground, John J. McDonnell, and Jennifer L. Bartlett |
Fonte |
QUT Business School; School of Advertising, Marketing & Public Relations |
Palavras-Chave | #150502 Marketing Communications #Marketing #Climate Change #Insurance Case Study #Greenwashing #Corporate Social Responsibility |
Tipo |
Journal Article |