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The New Rules of Green Marketing: Strategies, Tools, and Inspiration for: Used
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Artikelmerkmale
- Artikelzustand
- Publication Date
- 2011-02-07
- Pages
- 272
- ISBN
- 9781605098661
Über dieses Produkt
Product Identifiers
Publisher
Berrett-Koehler Publishers, Incorporated
ISBN-10
1605098663
ISBN-13
9781605098661
eBay Product ID (ePID)
126472174
Product Key Features
Book Title
New Rules of Green Marketing : Strategies, Tools, and Inspiration for Sustainable Branding
Number of Pages
272 Pages
Language
English
Topic
Marketing / General, Green Business
Publication Year
2011
Illustrator
Yes
Genre
Business & Economics
Format
Trade Paperback
Dimensions
Item Height
0.6 in
Item Weight
13.6 Oz
Item Length
9 in
Item Width
6 in
Additional Product Features
Intended Audience
Trade
LCCN
2024-402132
Dewey Edition
22
TitleLeading
The
Reviews
Ottman's done it again. Jacquelyn doesn't just have her finger on the pulse of green marketing, she is the pulse. She cuts the ubiquity of green marketing with the unique perspective of experience in this marketplace. Read this book and you're up to speed. -John Rooks, Author of More Than Promote - A Monkeywrencher's Guide to Authentic Marketing . Jacquelyn Ottman has yet again written an indispensable book about green marketing. The New Rules of Green Marketing not only provides valuable insights to the current and shifting marketing landscape, but also provides a blueprint of how to use these new rules to achieve business success...a must read for every marketer. -Jennifer Kaplan, author of Greening Your Small Business . The New Rules of Green Marketing should serve as the definitive text for any organization that is looking to brand itself or its products as green or sustainable. Jacquie's innovation driven insights will help organizations derive real and genuine strategic advantage from their green marketing initiatives. -David Rinard, Director Global Environmental Performance, Steelcase Inc. Jacquie Ottman takes her 25 years of experience in Green Marketing and gives insightful data and helpful checklists for practitioners in the field. The demand for green products is mainstream&and companies better be paying attention! -Shelley Zimmer, Environmental Initiatives Manager, HP. "Jacquie Ottman was one of the first to open up our consciousness for going green in her earlier book. Now she can demonstrate the strong payoffs to all of us-consumers, producers, retailers-by going green. Hurrah for this book showing how going green pays off in delivering a triple bottom line -- profits, people, and planet." -Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management/Northwestern University , Ottman's done it again. Jacquelyn doesn't just have her finger on the pulse of green marketing, she is the pulse. She cuts the ubiquity of green marketing with the unique perspective of experience in this marketplace. Read this book and you're up to speed. -John Rooks, Author of More Than Promote - A Monkeywrencher's Guide to Authentic Marketing . Jacquelyn Ottman has yet again written an indispensable book about green marketing. The New Rules of Green Marketing not only provides valuable insights to the current and shifting marketing landscape, but also provides a blueprint of how to use these new rules to achieve business success...a must read for every marketer. -Jennifer Kaplan, author of Greening Your Small Business . The New Rules of Green Marketing should serve as the definitive text for any organization that is looking to brand itself or its products as green or sustainable. Jacquie's innovation driven insights will help organizations derive real and genuine strategic advantage from their green marketing initiatives. -David Rinard, Director Global Environmental Performance, Steelcase Inc. Jacquie Ottman takes her 25 years of experience in Green Marketing and gives insightful data and helpful checklists for practitioners in the field. The demand for green products is mainstream...and companies better be paying attention! -Shelley Zimmer, Environmental Initiatives Manager, HP. "Jacquie Ottman was one of the first to open up our consciousness for going green in her earlier book. Now she can demonstrate the strong payoffs to all of us--consumers, producers, retailers--by going green. Hurrah for this book showing how going green pays off in delivering a triple bottom line -- profits, people, and planet." -Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management/Northwestern University , Ottman's done it again. Jacquelyn doesn't just have her finger on the pulse of green marketing, she is the pulse. She cuts the ubiquity of green marketing with the unique perspective of experience in this marketplace. Read this book and you're up to speed. -John Rooks, Author of More Than Promote - A Monkeywrencher's Guide to Authentic Marketing . Jacquelyn Ottman has yet again written an indispensable book about green marketing. The New Rules of Green Marketing not only provides valuable insights to the current and shifting marketing landscape, but also provides a blueprint of how to use these new rules to achieve business success...a must read for every marketer. -Jennifer Kaplan, author of Greening Your Small Business . The New Rules of Green Marketing should serve as the definitive text for any organization that is looking to brand itself or its products as green or sustainable. Jacquie's innovation driven insights will help organizations derive real and genuine strategic advantage from their green marketing initiatives. -David Rinard, Director Global Environmental Performance, Steelcase Inc. Jacquie Ottman takes her 25 years of experience in Green Marketing and gives insightful data and helpful checklists for practitioners in the field. The demand for green products is mainstream...and companies better be paying attention! -Shelley Zimmer, Environmental Initiatives Manager, HP. "Jacquie Ottman was one of the first to open up our consciousness for going green in her earlier book. Now she can demonstrate the strong payoffs to all of us--consumers, producers, retailers--by going green. Hurrah for this book showing how going green pays off in delivering a triple bottom line -- profits, people, and planet." -Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management/Northwestern University
Dewey Decimal
658.802
Table Of Content
Foreword Preface Acknowledgments The 20 New Rules of Green Marketing Chapter One: Green is now mainstream Chapter Two: We Are All Green Consumers Chapter Three: The New Green Marketing Paradigm Chapter Four: Designing Greener Products: A Life-cycle Approach Chapter Five: Innovate for Sustainability Chapter Six: Communicating Sustainability With Impact. Chapter Seven: Establishing Credibility and Avoiding Greenwash. Chapter Eight: Partnering for Success Chapter Nine:Two Sustainability Leaders that Superbly Address the New Rules Conclusion For Further Information Endnotes About the Author Index
Synopsis
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., Green products have been around since the 1970s, but it's only in recent years that they've become ubiquitous. That's because savvy green marketers are no longer targeting "deep green" consumers with a "save the planet" pitch. Instead, they're promoting the added value their products provide: better health, superior performance, good taste, or cost-effectiveness. In this innovative book Ottman argues that emphasizing primary benefits -- the New Rules -- is critical to winning over the mainstream consumer. Drawing on the latest poll data and incorporating lessons learned from her clients and other leading sustainable brands -- 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 such topics as spurring innovation through a proactive approach to sustainability, 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. The New Rules of Green Marketing captures the best of Ottman's two previous groundbreaking books on green marketing and places it within a 21st Century context. Focusing on a new generation of marketers who likely grew up with an appreciation for sustainability, it provides in one place essential strategies, tools, and inspiration for connecting effectively with mainstream consumers.
LC Classification Number
HF5413.O898 2011
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- p***. (46)- Bewertung vom Käufer.Letzter MonatBestätigter KaufI enjoyed this movie but generally like all of Redford's movies. Different than what I expected
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