Green Marketing and Management in Emerging Markets The Crucial Role of People Management in Successful Implementation

Adverse environmental impacts such as greenhouse gas emissions and chemical spills have put the topic of green business firmly on the sustainability agenda. Despite the burgeoning literature on green business and green marketing from the globalised north, there is relative parsimony of green business literature in the global south. This book offers a greater understanding of what green marketing is, as well as the various levels of practices and the implementations thereof. It places specific emphasis on the people through which green marketing excellence can be achieved. Contributors argue that, given the complexity of green marketing, people management plays a key role in achieving green marketing success, and the chapters consider the role that green human resource management practices play in marketing.

Providing a unique perspective on the successful implementation of green marketing, this book is an important resource for students, researchers and practitioners. It is of particular interest to those who desire a greater understanding of how organisations deal internally and externally with increasing pressure to become more socially responsible and embed ‘greenness’ in all their marketing activities.

Chapter 1: Green Business Practices in Emerging Economies, Ayentimi, D.T., Nyarkoh, B. J, and Kuuyelleh, E. N. University of Tasmani.- Chapter 2: Green Business Practices in Emerging Economies, Ayentimi, D.T., Nyarkoh, B. J, and Kuuyelleh, E. N., University of Tasmania, Australia.- Chapter 3: Green Human Resources Management as an Innovation Mechanism, Yvonne Ayerki Lamptey, University of Ghana Business School.- Chapter 4: Treating and Managing People the Green Way, Professor Anna-Marie (A.M.F.) Pelser, North-West University, Faculty of Economic and Management Sciences, South Africa.- Chapter 5: Exploring the Interrelationships between Green People Management, Internal Communications and Employee Engagement, Kuuyelleh, E. N., Ayentimi, D.T. and Abadi, H. A., University of Tasmania.- Chapter 6: Green People Management Practices and Its Implementation in Green MarketingFirms in China, Dr. Helen Song-Turner  Dr. Damian Morgan, Federation University Australia.- Chapter 7: Conclusion  and Implications for Theoretical Development, Policy Formulation and Firm Managerial Decision Making , Hinson R, Adeola O, Adisa I - University of Ghana Business School, Ghana,  Lagos Business School, Nigeria; Olabisi Onabanjo University, Nigeria.

Robert Ebo Hinson is Professor and Head of the Department of Marketing & Entrepreneurship at the University of Ghana Business School. Before becoming an academic, he worked in advertising as an Account Director supervising global brands such as Microsoft and Mercedes Benz. Since turning academic, he has worked in various capacities for African, North American and European Universities. Robert is a Professor of Marketing and holds a DPhil in Marketing and a PhD in International Business. 

Ogechi Adeola is an Associate Professor of Marketing and Head of Department of Operations, Marketing and Information Systems at the Lagos Business School, Pan-Atlantic University, Nigeria. She has published several academic books and articles in top scholarly journals, with a focus on emerging economies. Her co-authored papers won Best Paper Awards at international conferences in 2016–2019, consecutively.

Isaiah Adisa is an astute and dynamic management researcher. He has co-authored book chapters and journal articles. His co-authored paper won the best paper award in 2019 at the 13th MBAcademy International Conference on Management Businesses Organization and Innovation (IMBAC2019). Isaiah’s research interests cut across human resources management, organisational behaviour, marketing and gender studies.