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Arabian Journal of Business and Management Review
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Research Article

Effects of Green Marketing Strategy on the Financial and Non-Financial Performance of Firms: A Conceptual Paper

Eneizan BM* and Wahab KA

Universiti Sains Islam (USIM), Malaysia

*Corresponding Author:
Bilal Mohammad Eneizan
Universiti Sains Islam (USIM), Malaysia
Tel: +60 6-798 8000
E-mail: [email protected]

Received date June 13, 2016; Accepted date July 14, 2016; Published date July 21, 2016

Citation: Eneizan BM, Wahab KA (2016) Effects of Green Marketing Strategy on the Financial and Non-Financial Performance of Firms: A Conceptual Paper. Arabian J Bus Manag Review 6:254. 

Copyright: © 2016 Eneizan BM, et al. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.

Abstract

This is a conceptual paper to study the effects of green marketing strategy on the firms’ performance. The paper aims at presenting the reviews of the literature on the green marketing strategy and analyses the seven factors that will influence the firms’ performance. As green marketing strategy become increasingly more important to firms adhering to a triple-bottom line performance evaluation, the present paper seeks to better understand the role of “green marketing mix” as a marketing strategy. The conclusion that was drawn is that, green product, green price, green distribution, green promotion green people, green process, and green physical evidence have a positive effect on the firms’ performance.

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