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Case study British Airways

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Green Marketing
-A case study of British Airways
By
Daniel Szuster
A Master Thesis in Culture, Communication and
Globalisation at Aalborg University
January 2008

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Title: Green Marketing, a case study of British Airways
Signs: 133.188
Supervisor: John Hird
-----------------
Daniel Szuster

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Green Marketing -A case study of British Airways By Daniel Szuster A Master Thesis in Culture, Communication and Globalisation at Aalborg University January 2008 1 Title: Green Marketing, a case study of British Airways Signs: 133.188 Supervisor: John Hird ----------------Daniel Szuster 2 Table of Contents Introduction ......................................................................... 5 Methodology ....................................................................... 7 The Meaning of Green ..................................................................................................................... 8 Introduction .................................................................................................................................... 10 Theoretical Framework .................................................................................................................. 11 Background Information ................................................................................................................ 13 Theoretical Framework ..................................................... 14 Green Marketing ............................................................................................................................ 15 Environmental management ...................................................................................................... 15 Why green marketing? .............................................................. ...
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