Redesigning the marketing mix for eco-friendly product consumption among non-purchasers in India

The present study was created in order to customise the marketing mix for non-purchasers of eco-friendly products by studying their perspectives on the introduction of eco-friendly variants of the regular products that they are using in particular product categories (personal care and home care). Ov...

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Bibliographic Details
Main Authors: Chockalingam Senthil Nathan, Isreal Densingh Joshua
Format: Article
Published: Sciendo 2016-04-01
Series:Management şi Marketing
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