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Greening the marketing mix - DiVA portal
Greening the marketing mix A case study of the Rockwool Group Bachelor s thesis within Business Administration Author: Ivan Kontic, Jasmin Biljeskovic Tutor: Olof Brunninge J nk ping May 2010 iBachelor s Thesis in Business Administration Title: Greening the marketing mix A case study of the Rockwool Group Authors: Ivan Kontic and Jasmin Biljeskovic Tutor: Olof Brunninge Date: 2010-05-24 Subject terms: green marketing , marketing mix, green marketing strategies Abstract Purpose: To explore how a company can make its marketing mix, the four Ps, greener. This is done with a case study of the Rockwool Group. Background: The Rockwool Group is the world s leading producer of stone wool.
is by greening the marketing mix. The current green marketing literature only touch-es upon certain aspects of the marketing mix, but there are no recognized studies that provide guidelines on how to green the marketing mix. Methodology: The data collection consists of several semi-structured interviews with employees from different departments
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