Marketing has long been the subject of moral criticism and critique. Now, with the growing awareness of the impact it can have on the natural environment, both directly and through its influence over social values and behaviours, this attention has intensified. This volume provides a new look at marketing, and in particular the move to establish ostensibly "green" marketing. Presenting evidence from extensive case studies, covering conventional companies, social mission companies and business-NGO collaborations, these concerns are addressed through an examination of the morality at the heart of managers' and employees' understanding of the green marketing activities and processes that take part in their organizations.