The new rules of green marketing strategies, tools, and inspiration for sustainable branding
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&#...
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| Format: | eBook |
| Language: | English |
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Sheffield [England]
Greenleaf Publishing
2011
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| Series: | BK business book
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| Collection: | O'Reilly - Collection details see MPG.ReNa |
| Summary: | 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 |
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| Physical Description: | xx, 252 pages illustrations |
| ISBN: | 9781351278676 9781605098678 1351278673 9781605098685 1605098671 9781907643323 9781282968974 1282968971 1351278681 160509868X 190764332X |