The role of green marketing in the modern marketing and the evaluation of it according to the global view: Application samples

Together with developing technology and globalization of the world, managements should be flexible in order to adapt this sudden change. This is a requirement of the current conditions. Everyday, managements are coming face to face with the new conseptions and increasing trends. The mentioned change and improvement is not only for the managements but also for the strategic benefit groups in other words customers to whom the managements are organically connected. Organisation or managements should consider this to be able to continue to their activity.Nowadays, the responsibilities of the managements have been updated because of the changing demands of the customers. According to the philosophy of the modern administration, new perspective of the management is to find solution to the environmental damage. Recently, customers have started to decide by thinking about the social responsibilities of the organization apart from the product and service.It is possible to say that to protect the environment, which is now a limited basis because of the globalization of the world, is one of the targets of the managements.After the importance of the environment has been realized, the production, service facilities and depending on them marketing strategies of the managements have dramatically changed. The design of the environmentally friendly products have been started and these products have been tried to be delivered to the customers in the conception of ?Green Marketing?.In this study, ?Green Marketing? is investigated according to the modern marketing and the importance of the environment and the perspective of the environmental pollution are mentioned. Additionally, some examples from the international and national foundation which have already started to apply green marketing are given by analyzing the development and situation of the environment in the society.Key words: Green Marketing, Environmental Pollution, Sustainable Development, Environmental Act.