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.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
Author:Jacquelyn Ottman
Publisher:Berrett-Koehler Publishers - 2011-02-14


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