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Marketingansätze für Green Davids

In: Green Marketing 4.0

Author

Listed:
  • Andrea Grimm

    (Ferdinand Porsche FernFH)

  • Astin Malschinger

    (Ferdinand Porsche FernFH)

Abstract

Zusammenfassung In diesem Kapitel werden effektive Marketingansätze für Green Davids aufgezeigt, die den relativ kleinen Ökoakteuren zur Seite stehen, um ihre grünen Marken und Produkte am Markt zu platzieren oder gar eine unique Positionierung zu behaupten. Sie sind prädestiniert, um führende Akteure in der Wir-Ökonomie zu sein. Mit Limbischen Landkarten können sie ihre Marken mit Werte- und Emotionssystemen abgleichen. Und sie sind besonders für ein Story-Marketing geeignet. Ihre Nähe zu den Communitys eröffnet ihnen zudem das Potenzial, Formen des kooperativen Storytellings umzusetzen.

Suggested Citation

  • Andrea Grimm & Astin Malschinger, 2021. "Marketingansätze für Green Davids," Springer Books, in: Green Marketing 4.0, chapter 0, pages 209-263, Springer.
  • Handle: RePEc:spr:sprchp:978-3-658-03698-0_10
    DOI: 10.1007/978-3-658-03698-0_10
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