On the 4Ps & 4Cs of Green Logistics Marketing Mix

Yucel Ozturkoglu, Omer Baybars TEK


The world is getting more polluted each day. Fortunately, consumers are now more aware and concerned about environmental issues. Customers are expecting the same sensitivity to the environment in both marketing and production strategies of companies. The main aim of this paper is to develop a framework for understanding the integration of green marketing concept with the marketing mix both in the form of 4Ps (price, place, promotion, product) and 4Cs (communication, costs, convenience, customer). This paper will deal with the environmentaly friendly measures to be taken by marketing organizations. In addition to the green marketing sub-mix, some important strategies, including green logistics and reverse logistics topics, are handled extensively with the aim of completing the framework of the green marketing.


Green Marketing, Marketing Mix, 4Cs, 4Ps, Green Logistics, Reverse Logistics

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