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

The new rules of green marketing : strategies, tools, and inspiration for sustainable branding

Record details

  • ISBN: 9781605098661 (Berrett-Koehler)
  • ISBN: 1605098663
  • Physical Description: xx, 252 p. : ill. ; 23 cm.
  • Publisher: Sheffield [England] : Greenleaf Publishing ; c2011.

Content descriptions

Bibliography, etc. Note: Includes bibliographical references (p. [224]-240) and index.
Formatted Contents Note: Green is now mainstream -- We are all green consumers -- The new green marketing paradigm -- Designing greener products : a life-cycle approach -- Innovate for sustainability -- Communicating sustainability with impact -- Establishing credibility and avoiding greenwash -- Partnering for success -- Two sustainability leaders that superbly address the new rules.
Summary, etc.: 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 value-based sustainability.
Subject: Environmentalism.
Green marketing.
Marketing.
Sustainability.

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