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Keywords: Sustainable branding
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2012) 29 (4): 310–311.
Published: 22 June 2012
... it is possible to find information about them. Chapter Three outlines “The New Green Marketing Paradigm,” where conventional marketing seems to be seen in antithesis to a modern “sustainable branding” in order to avoid the “greenwashing”. This concept is explained by the author (p. 44): Edited...
