earticle

영어

Marketing is an evolving discipline subject to continued reassessment,redirection,and restructuring. The focus of this study is upon green marketing. Green marketing in this study is recognized as human welfare marketing that enhances the quality of life and the society`s well-being. The objectives of this study are to: 1. delineate the change of marketing environment that led to a call for a new concept to revise or replace the marketing concept. 2. construct theoretical framework for green marketing. 3. discuss main tasks concerning to the evolution of green marketing. Finding from the observations indicate that green marketing can bear fruit only when the cooperative system is set up through cooperative action among business circles, consumers, learned circles, and goverment authorities.