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

ISBN-13: 9781906093440 / Angielski / Miękka / 2010 / 272 str.

Ottman, Jacquelyn

Opis

This book captures the best of the author's previous groundbreaking books on green marketing and takes the content into the 21st century. Whereas earlier works focused on readers who were less familiar with green initiatives, this work squarely focuses on a new generation of marketers who likely themselves grew up with an appreciation of sustainabi

Spis treści

Foreword Adam Lowry and Eric Ryan, Founders and Co-CEOs, Method  Preface The 20 New Rules of Green Marketing  1. Green is now mainstream 2. We are all green consumers 3. The new green marketing paradigm 4. Designing green products: a life-cycle approach 5. Innovate for sustainability 6. Communicating sustainability with impact 7. Establishing credibility and avoiding greenwash 8. Partnering for success 9. Two sustainability leaders that superbly address the new rules 10. Conclusion

O autorze

Ottman, Jacquelyn