Green Marketing: A Marketing Framework of 'STP' Towards Eco-Advantage

Bhagwan Singh, Associate Professor & Head of Department; Deepak Jaiswal, Research Scholar

Bhagwan Singh, Associate Professor & Head of Department Department of Marketing & Supply Chain Management , School of Business & Management Studies ,Central University of Himachal Pradesh
Deepak Jaiswal, Research Scholar Department of Marketing & Supply Chain Management , School of Business & Management Studies ,Central University of Himachal Pradesh

Keywords: Green Marketing, Sustainability, Eco-Framework

Abstract

The evolution of marketing' philosophy has undergone many changes in the field of marketing strategies
with addressing different issues related to 'environmental or sustainability marketing seeking to achieve
business competitiveness over a period of time (Ottman, J.A. 1998, Ginsberg and Bloom's 2004, Orsato, R.
J. 2006, Ottman, J.A. et al, 2006). As abases for formulating & implementing Green/Sustainability
Marketing Strategy, It is clear that marketing strategy comprises of its key elements such as 'STP' i.e.
segmentation, Targeting and positioning applied for formulating marketing strategies) and marketing mix
(for implementing the marketing strategies) which enables firms to achieve competitive position as ecoadvantage
in their target business environment( Rex, E., & Baumann, H. 2007, Kotler et al., 2009, Kotler &
Armstrong 2010, Ramaswamy & Namakumary, 2013).