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Research Paper | Management | India | Volume 4 Issue 5, May 2015

Green Marketing Information System

Rekha K G

Abstract: The term green marketing refers to the strategies to promote products by employing environmental claims either about their attributes or about the systems, policies and processes of the firms that manufacture or sell them (Prakash, 2002). A Marketing Information System (MkIS) is intended to bring together disparate items of data into a coherent body of information. An MkIS is more than raw data or information suitable for the purposes of decision making. Essentially the concept of MkIS is wide and has its impact on all the levels of management right from strategic level to supervisory level (Kotni, 2011). Decision Support Systems (DSSs) have been developed to assist with the formulation of marketing strategy using quantitative models and analytical techniques (Wilson, 1994) Efforts have also been made to apply Expert Systems (ESs) in supporting strategic marketing by offering domain knowledge and intelligent advice (McDonald, 1989) The study aims to propose a model for a firm to collect, update and apply an information system to implement green marketing and make decisions continue to support the green marketing principle adopted by the firm. The model may be utilized by any firm may it be a production firm or a service provider.

Keywords: green marketing, marketing information system, marketing intelligence, strategic information system, decision making system

Edition: Volume 4 Issue 5, May 2015,

Pages: 785 - 787