Green products have been around since the 1970s, but itas only in recent years that theyave become ubiquitous. Itas not because consumers suddenly prize sustainability above all. Itas because savvy green marketers are no longer trying to asell the earthaainstead theyare promoting the value their products provide: better health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefitsathe new rulesais 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 pioneersaincluding GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter a Gamble, Stonyfield Farm, and Wal-MartaOttman 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 agreenwashing, a teaming up with stakeholders to maximize outreach to consumers, taking advantage of social media, and much more. This book takes the best of Ottmanas previous groundbreaking work it into the 21st century. Her new rules relegate traditional agreen 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.39 In attempting to reduce carbon and other emissions, and promote the 3Rs ( Reduce, Reuse, Recycle), Nissan demonstrates how ... On the hybrid front, in 2007 Nissan introduced the Altima Hybrid, its first hybrid car, and the Infiniti Hybrid is in the offing.41 Nissana#39;s LEAF, ... This includes reducing the use of harmful materials, incorporating more recycled plastic parts from end-of-life cars, using recycledanbsp;...
|Title||:||The New Rules of Green Marketing|
|Publisher||:||Berrett-Koehler Publishers - 2011-02-14|