Bhimrao Ghodeswar

The purpose of this paper is to report the findings of a systematic review of literature in green marketing domain and to propose directions for future research. Green marketing issues are delineated from literature extending marketing orientation and marketing mix frameworks. As society becomes more concerned with the natural environment, businesses modify their behaviour in an attempt to address society's concerns. Based on the literature review, the conceptual review and direction for future research have been delineated and discussed. The paper concludes with the evidences of integration between sustainability and marketing in forms of corporate environmental actions and green marketing practices in businesses. The paper deals with the concept of 4-Ps and the green marketing practice as business response to the increasing environmental consciousness of consumers in the market. The discussion highlights future research avenues and consequent implications for marketers of green products in designing their marketing strategies.

In today's competitive business environment, organizations gain success through innovative customer service, the one that is difficult for competitors to imitate. Managing customer service spans the entire organization and focuses on the customers' value expectations. With rapid developments in information technology and telecommunications, customer service is getting increasingly differentiated with the prime aim not only to match but to exceed customer expectations. The paper highlights issues and suggests new ways to gain service differentiation, so as to succeed despite the aggressive competition.

Healthcare is undergoing a change both in the aspects of delivery and consumer acceptance of treatment options. Hospitals are reorganising infrastructure to be able to prepare better for meeting this challenge. Technology adoption relates to a hospital’s decision to acquire a technology and make it available to physicians and hospital staff for supporting or enhancing their task performance. This paper contributes to the extension of the existing literature on organisational adoption of innovation and marketing literature on buyer behaviour in medical technology markets. Authors have brought out the critical dimensions of organisational characteristics in buying technology products in healthcare,

... The brand managers need to continuously track their brands against the effect of competition ... The brand loyalty can reduce the vulnerability of the customer base to competitive action ... to leverage its equity through line extension, brand extension, ingredient branding, co-branding ...