Environment Marketing is based on three principles. They are discussed below:
A. Social responsibility: Five common elements of corporate social responsibility.
1.Responsibilities that go beyond the production of goods and services at a profit.
3.Responsibilities involvement helping to solve important social problems.
3.Responsibilities to a broader constituency than their shareholders.
4.Businesses have impact that go beyond simple market-place transactions.
5.Wider range of human values that can be captured by a sole focus on economic values.
B. Holism: The idea that a business should be managed as a total system and not simply as a collection of functions or business units.
A company not just as a holistic entity but also a social environmental ecological system which consists some principle as;
1. Every thing is connected to every thing else,
2. Everything goes somewhere
3. Nature knows best
4. There is no such thing as a "free launch"
Because Environmental marketing is a holistic management process, it has six approaches to management.
Societal marketing; Prothero(1990) provides a useful summary of how environmental marketing has evolved from the societal marketing concept.
Relationship marketing; Relationship emerged partly as a response to the shortcomings of marketing concepts developed from consumer markets when applied to industrial marketing.
Strategic management; The external focus of environmental marketing to consider socio-environmental issues is closer to that of strategic management than conventional marketing.
Human resource management; Environmental marketing looks to move marketing and business away from the mechanistic techno-economic paradigm to become more human and more humane.
Total quality management; Environmental marketing shares with TQM a mandate to consider all aspects of the organization and a need to instill and entirely new philosophy into the whole business.
Business re-engineering; Re-engineering is another 1990s management buzzword which has much in common with environmental marketing. Re-engineering means different things to different people, but it commonly involves a fundamental reappraisal of where and how the company creates value for its stakeholders.
Sustainability: Development that meets the needs of the present without compromising the ability of future generations to meet their own needs.
Three key components of sustainability
Futurity; Along0term perspectives which gives equal consideration to the needs of future generations and to our own.
Welfare; A measure of the benefits that individuals accrue from society This include conventional economic components such as income, but also quality of life issues such as environmental quality.
Equity; An attempt to balance the distribution of economic cost and benefits between different countries, regions, and socio-economic classes, ethnic groups or sexes
