t takes an intelligent brand to carve a marketing opportunity out of a crisis. In a time when the bulb seems to have become the most abhorred invention, and e-waste and N-waste are equally evil, green marketing has stepped in to save the day - and the faces of a few brands.

Green marketing is distinct from marketing of products that have a green base or marketing to consumers on a green platform. It has moved beyond packaging in recyclable packs. It includes a change in production processes, product modifications and a change in the brand's communication. ... more