The new rules of green marketing : strategies, tools, and inspiration for sustainable branding / Jacquelyn A. Ottman.

Format:

Book

Author/Creator:

Ottman, Jacquelyn A., author.

Series:

A BK business book

Language:

English

Subjects (All):

Green marketing.

Physical Description:

1 online resource (274 p.)

Edition:

First edition.

Place of Publication:

San Francisco, California : Berrett-Koehler Publishers, Inc., [2011]

System Details:

text file

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 sustainabil

Contents:

Contents; Foreword; Preface; Acknowledgments; The 20 New Rules of Green Marketing; 1 Green is now mainstream; Everyone is worried; Every generation is green; Green behavior: A daily phenomenon; Media turns green; Governments take action; Far-reaching business opportunities; The time for marketers to act is now; Personal rewards, too; 2 We are all green consumers; Five shades of green consumers; Segmenting by green interest; Green consumer motives and buying strategies; 3 The new green marketing paradigm; The new green marketing paradigm; The seven strategies for green marketing success

Addressing the New Rules: Method4 Designing greener products: A life-cycle approach; Consider the entire life-cycle; Strategies for sustainable product design; 5 Innovate for sustainability; Beyond eco-design to eco-innovation; Five strategies for eco-innovation; Addressing the New Rules: Nissan; 6 Communicating sustainability with impact; Challenges of communicating sustainability; Ottman's fundamentals of good green marketing; Six strategies of sustainable marketing communication; Addressing the New Rules: HSBC; Addressing the New Rules: Toyota; Addressing the New Rules: Tide Coldwater

7 Establishing credibility and avoiding greenwashGreenwash!; Five strategies for establishing credibility for sustainable branding and marketing; 8 Partnering for success; The general public; Children; Employees; Retailers; Addressing the New Rules: ENERGY STAR; Suppliers; Government; Environmental groups; 9 Two sustainability leaders that superbly address the new rules; Addressing the New Rules: Timberland; Addressing the New Rules: Starbucks; 10 Conclusion; For further information; Endnotes; About the author; Index; A; B; C; D; E; F; G; H; I; J; K; L; M; N; O; P; Q; R; S; T; U; V; W; Y; Z

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9786612968976

9781282968974

1282968971

9781605098678

1605098671

OCLC:

703137610