The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding

Jacquelyn A. Ottman

Informasi Dasar

18.01.659
658.802
Buku - Circulation (Dapat Dipinjam)

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.

Subjek

GREEN MARKETING
 

Katalog

The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding
9781605098661
xx, 252p.: il.; 23 cm
Inggris

Sirkulasi

Rp. 0
Rp. 1.000
Ya

Pengarang

Jacquelyn A. Ottman
Perorangan
 
 

Penerbit

Berrett-Koehler
San Fransico
2011

Koleksi

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