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

Ottman, Jacquelyn A.
2011
HF5413 .O78 2011 (Mapit)
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Title
The new rules of green marketing : strategies, tools, and inspiration for sustainable branding / Jacquelyn A. Ottman.
Author
Ottman, Jacquelyn A.
ISBN
9781605098661 (pbk.)
1605098663 (pbk.)
Published
Sheffield [England] : Greenleaf Publishing ; San Francisco, Calif. : Berrett-Koehler, [2011]
Copyright
©2011
Language
English
Description
xx, 252 pages : illustrations ; 23 cm
Call Number
HF5413 .O78 2011
Dewey Decimal Classification
658.8/02
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 sustainabil.
Bibliography, etc. Note
Includes bibliographical references and index.
Record Appears in
On-Campus Resources > Books
All Resources
Ch. 1. Green is now mainstream
ch. 2. We are all green consumers
ch. 3. The new green marketing paradigm
ch. 4. Designing greener products : a life-cycle approach
ch. 5. Innovate for sustainability
ch. 6. Communicating sustainability with impact
ch. 7. Establishing credibility and avoiding greenwash
ch. 8. Partnering for success
ch. 9. Two sustainability leaders that superbly address the new rules
ch. 10. Conclusion.

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