• Dr. G. Stella Beatrice Nirmala
• Maria Celestina Ralpha .R

Green Marketing is a vital constituent of the holistic marketing concept. It is particularly applicable to those businesses that are directly dependent on the environment. Changes in the environment may pose a threat to the consumers and industries. Consequently a new type of marketing practice came into existence known as Green Marketing which would cause less damage to the environment. Thus Green Marketing plays an important role to promote and reinforce the idea of environmental protection and sustainable development both in the minds of the customer and the manufacturers. This has become the new mantra for marketers to satisfy the needs of consumers and earn better profits. This paper attempts to capture the initiatives taken by the industries of Thoothukudi, evaluates the challenges and strategies faced by them and their concern for Green Marketing to tackle social and environmental problem with innovative solutions.

GREEN MARKETING PRACTICES IN THOOTHUKUDI – AN INDUSTRIAL PERSPECTIVE

"GREEN MARKETING PRACTICES IN THOOTHUKUDI – AN INDUSTRIAL PERSPECTIVE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.538-545, February-2019, Available :http://www.jetir.org/papers/JETIRAB06095.pdf

"GREEN MARKETING PRACTICES IN THOOTHUKUDI – AN INDUSTRIAL PERSPECTIVE", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp538-545, February-2019, Available at : http://www.jetir.org/papers/JETIRAB06095.pdf