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【毕业论文】市场营销专业外文翻译--企业品牌战略研究.doc 9页

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本科毕业论文(设计) 外文翻译及原稿 译文题目:企业品牌战略研究 原稿题目:The rise and stumble of green marketing? 原稿出处:Ken Peattie.Green marketing:legend,myth,faree or prophesy[J]. Qualitative Market Research, 2009:P357-370 . 学 院: 专业班级: 姓 名: 学 号: 指导老师: 日期:201 年 月 日 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 2 The rise and stumble of green marketing? Despite some attention in the 1970s, it was really only in the late 1980s that the idea of green marketing emerged. Early academic treatments of green marketing spoke of the rapid increase in green consumerism at this as heralding a dramatic and inevitable shift in consumption towards greener products (Prototroph, 1990;Handcraftsman and cliff 1990). Like any (relatively) new marketing phenomena, it was soon the subject of a great deal of market research. Much survey evidence from republic research bodies was cited as identifying heightened environmental awareness, a growing consumer interest in green products, and a pronounced willingness to pay far green features (Crop Organization, 1990; Mindel, 1991;Worcester, 1993). Practical evidence for this came in the form of the highly directive global consumer boycott of CFC-driven aerosols, and the international success Of publications such as The Green Consumer Guide (Ellington and Hail cs, 1988). There were two key responses to this: one was a burst of corporate activity in the area of green marketing; the other was an upsurge in green business research and writing a mongst academics. Corporate interest in green marketing was indicated by early market research major changes and Vandemere and survey found that 91 per cent of European multinationals claimed to have changed their products in response to green concerns, and 85 per cent claimed to have changed their production systems. Green

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