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The new rules of green marketing : strategies, tools, and inspiration for sustainable branding
Author
Title
The new rules of green marketing : strategies, tools, and inspiration for sustainable branding / Jacquelyn A. Ottman.
ISBN
9781907643323
190764332X
9781605098678
1605098671
9781605098685
160509868X
1282968971
9781282968974
9781605098661
1605098663
9781906093440
190609344X
Publication
Sheffield [England] : Greenleaf Publishing : Berrett-Koehler, [2011]
Copyright Notice Date
©2011
Physical Description
1 online resource (xx, 252 pages) : illustrations
Local Notes
Access is available to the Yale community.
Access and use
Access restricted by licensing agreement.
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.
Variant and related titles
O'Reilly Safari. OCLC KB.
Other formats
Print version: Ottman, Jacquelyn A. New rules of green marketing
Format
Books / Online
Language
English
Added to Catalog
January 14, 2020
Series
BK business book
Bibliography
Includes bibliographical references (pages 221-240) and index.
Contents
The 20 new rules of green marketing
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
We are all green consumers : Five shades of green consumers ; Segmenting by green interest ; Green consumer motives and buying strategies
The new green marketing paradigm : The seven strategies for green marketing success ; Addressing the new rules : method
Designing greener products : a life-cycle approach : Consider the entire life-cycle ; Strategies for sustainable product design
Innovate for sustainability : Beyond eco-design to eco-innovation ; Five strategies for eco-innovation ; Addressing the new rules : Nissan
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
Establishing credibility and avoiding greenwash : Greenwash! ; Five strategies for establishing credibility for sustainable branding and marketing
Partnering for success : The general public ; Children ; Employees ; Retailers ; Addressing the new rules : Energy Star ; Suppliers ; Government ; Environmental groups
Two sustainability leaders that superbly address the new rules : Timberland ; Starbucks
Conclusion.
Subjects
Also listed under
Safari Books Online (Firm)
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