To achieve a comprehensive viewpoint, the book will address three fundamental areas, as reflected in the following sections. The first section will include chapters that set out a broad overview of the strategic issues and rationale for green marketing. The second section is designed to address specific strategic and tactical issues in more detail, but in a way that provides substantive guidance for marketing and environmental practitioners. The third section of the book will provide case studies discussing how firms have addressed green marketing issues. These are designed to highlight actual practice, and cases related to the issues raised in Section 2 are invited.
Any empirical discussion needs to be in easily accessible format for a practitioner audience.
The editors would also look extremely favourably on articles jointly written by academics and practitioners. Arguments for deviations from these prescriptions will be considered. The closing date for expressions of interest is 15th Feburary 1998. The closing date for paper submissions is 1st May 1998. The proposed publication date is November 1998.