The New Rules of Green Marketing

The New Rules of Green Marketing

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Green products have been around since the 1970s, but ita€™s only in recent years that theya€™ve become ubiquitous. Ita€™s not because consumers suddenly prize sustainability above all. Ita€™s because savvy green marketers are no longer trying to a€œsell the eartha€a€”instead theya€™re promoting the value their products provide: better health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefitsa€”the new rulesa€”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 pioneersa€”including GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter a Gamble, Stonyfield Farm, and Wal-Marta€”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 a€œgreenwashing, a€ teaming up with stakeholders to maximize outreach to consumers, taking advantage of social media, and much more. This book takes the best of Ottmana€™s previous groundbreaking work it into the 21st century. Her new rules relegate traditional a€œgreen guilta€ 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.These four pollutants are the major cause of such serious environmental problems as acid rain, smog, mercury ... Bosch appliances German-based Bosch is the only manufacturer selling appliances in the U.S. to have an ENERGY STAR labelanbsp;...


Title:The New Rules of Green Marketing
Author: Jacquelyn Ottman
Publisher:Berrett-Koehler Publishers - 2011-02-14
ISBN-13:

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