Today green marketing is certainly one of the mainstream phenomena within the sphere of consumption, as well as one of the main opportunities for economic recovery and sustainable growth.
The green vocation of a company not only leads to the improvement of the impact on the environment but also represents an opportunity to relaunch the company itself. Demonstrating that a product is environmentally friendly and less polluting than competitive products will be an important lever to convince consumers to buy it, as well as investing for the wellbeing of employees and communities in which they work will give the company credibility and solid reputation. The so-called green consumer is a changeable and varied social actor practicing polyhedral and complex choices of consumption. Far from being considered a target in the classic meaning of the term, this new subject represents rather the style of consumption, a set of behaviors and practices that express a new vision of the world.
The papers contained in the volume aim to contribute to the diffusion of an innovative approach to marketing, aimed at applying the principles of green marketing to the territorial marketing. It is possible, in fact, to promote an industrial area highlighting the environmental and urban qualities, as well as the innovation of the services targeted at the companies that are setting up. The eco-industrial parks and the ecologically equipped areas represent the concrete tool to convey and spread this new form of attractiveness of the territories.

An operating manual has also been prepared for managers of industrial areas and small and medium-sized enterprises.

These documents have been developed as part of the ECOMARK European project, funded by the MED Programme.