Role of green marketing in achieving sustainable competence by business organizations:

Document Type : Original Article

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Assistant Professor, PR and advertising department, Mass Communication Faculty, Cairo University

Abstract

From an analytical descriptive approach, this study addresses the green marketing concept as a strategic gateway provides competitiveness preferential to business organizations. This study highlights the significant mixture of green marketing 7Ps that includes the Green product, price, place, promotion, process, people, and performance. The study shows that the 7Ps contribution to achieve sustainable competitiveness of the following trajectories: quality, consumer satisfaction, costs deduction, continuous improving, market share, fostering profitability, organizational image, and green alliance. The study focuses on “TOYOTA” as a case study reflects the main pillars of green marketing through applying strategies of green products, pricing, promotion, place, and people. 

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