Environmental Management: Revising the Marketing Perspective

Environmental management argues that marke ing strategies can be implemented to change th context in which the organization operates, bot in terms of constraints on the marketing functio and limits on the organization as a whole. Th current movement toward innovative, entrepre neurial management—a return to the roots c American enterprise—captures the essence of thi perspective. The absence or, at a minimum, th understatement of this perspective within thi marketing literature limits the contribution of mar keting to the management of organization-envi ronment relationships. The paper reviews thede velopment of environmental management in alliei disciplines, offers a typology of strategies, dis cusses implementation issues, and presents im plications of the perspective for marketing theory DEBATE continues in the marketing literatureconcerning the substance and scope of marketin