Green Marketing Mix- An Overview

Mukund Chandra Mehta, Payal Mehandiratta

Abstract


This is a descriptive paper that studies about the green marketing strategy. The paper aims at presenting the reviews of the literature on the green marketing strategy and analyses the critical four P's of green marketing and how it influences the overall performance of the firms. As green marketing strategy is becoming an important tool for firms adhering to a triple-bottom line performance evaluation, this present paper attempts to better understand the role of "green marketing mix" as a marketing strategy.


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