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4 Ps go green? Die Positionierung des Green Marketing im Marketing-Mix

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  • Runa Strott

Abstract

The green marketing mix by Runa Strott: Due to the increasing importance of sustainability and green marketing, the author has developed a model that is based on Mc Carthy’s 4 Ps, but includes the requirements of LOHAS as a target group. The model can be used for products that are intended to address this target group. / Nachhaltigkeit ist in der heutigen Zeit ein häufig genutzter Begriff und wird sowohl im Privat- als auch im Geschäftsleben thematisiert. Für den klassischen Marketing-Mix bedeutet die Veränderung des Marketings in Bezug auf die Einbindung der Nachhaltigkeit auch eine stetige Anpassung an die entsprechenden Gegebenheiten. Die 4 Ps von McCarthy aus dem Jahr 1960, bestehend aus „product“ (Produkt), „price“ (Preis), „place“ (Distribution) und „promotion“ (Kommunikation), decken aufgrund der Breite, Komplexität und Vielfalt des Marketings nicht mehr alle Aspekte ab. Daher hat Runa Strott ein eigenes Modell für Produkte und Dienstleistungen, die eine „grüne Zielgruppe“ (LOHAS) ansprechen sollen, entwickelt: den Green-Marketing-Mix.

Suggested Citation

  • Runa Strott, 2021. "4 Ps go green? Die Positionierung des Green Marketing im Marketing-Mix," Der Betriebswirt, Duncker & Humblot, Berlin, vol. 62(1), pages 69-79.
    • Handle: RePEc:dah:aeqdbw:v62_y2021_i1_q1_p69-79
    DOI: 10.3790/dbw.62.1.69
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