The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustain
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- Buy it nowThe New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustain
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Located in: Doncaster, United Kingdom
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eBay item number:304128922323
Item specifics
- Condition
- Like New
- Seller notes
- ISBN
- 1605098663
- Publication Year
- 2011
- Type
- Textbook
- Format
- Paperback
- Language
- English
- Publication Name
- The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding
- Item Height
- 230mm
- Publisher
- Berrett-Koehler
- Item Width
- 156mm
- Subject
- Geography & Geosciences, Advertising, Marketing, Business
- Item Weight
- 374g
- Number of Pages
- 272 Pages
About this product
Product Information
Green products have been around since the 1970s, but it's only in recent years that they've become ubiquitous. It's not because consumers suddenly prize sustainability above all. It's because savvy green marketers are no longer trying to sell the earth instead they're promoting the value their products provide: better health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits the new rules is critical to winning over the mainstream consumer. The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity and how they themselves can adopt this approach. Drawing on the latest data from leading researchers and reflecting on learnings from her corporate clients and other pioneers including GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter Gamble, Stonyfield Farm, and Wal-Mart Ottman provides practical strategies, tools, and inspiration for building every aspect of a credible value-based green marketing strategy. She covers using a proactive approach to sustainability to spur innovation, developing products that are green throughout their life cycle, communicating credibly to avoid accusations of greenwashing, teaming up with stakeholders to maximize outreach to consumers, taking advantage of social media, and much more. This book takes the best of Ottman's previous groundbreaking work it into the 21st century. Her new rules relegate traditional green guilt approaches to the recycling bin of history, break green products out of their niche and, ultimately do a far better job of advancing the triple bottom line of people, profits, and planet.
Product Identifiers
Publisher
Berrett-Koehler
ISBN-13
9781605098661
eBay Product ID (ePID)
180523183
Product Key Features
Publication Name
The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding
Format
Paperback
Language
English
Subject
Geography & Geosciences, Advertising, Marketing, Business
Publication Year
2011
Type
Textbook
Number of Pages
272 Pages
Dimensions
Item Height
230mm
Item Width
156mm
Item Weight
374g
Additional Product Features
Country/Region of Manufacture
United States
Item description from the seller
Business seller information
Learnearly Books Ltd
Royston Moss
Unit 3, Sandall Lane
Kirk Sandall Industrial Estate
Doncaster
South Yorkshire
DN3 1RA
United Kingdom
Value added tax number:
- GB 142946208
Trade registration number:
- 08192935
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eBay item number:304128922323
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