Research Catalog

Title

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

Author

Ottman, Jacquelyn A.

Publication

San Francisco, Calif. : Berrett-Koehler Pub., ©2011.

Items in the Library & Off-site

Details

Description

xx, 252 p. : ill.; 23 cm.

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 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 pioneers-including GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter & Gamble, Stonyfield Farm, and Wal-Mart-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 "greenwashing", teaming up with stakeholders to maximize outreach to consumers, taking advantage of social media, and much more.

Series Statement

BK business book

Uniform Title

BK business book

Subject

• Green marketing
• Sustainable development
• Green products
• sustainable development
• Marketing
• Duurzaamheid (milieu)
• Développement durable
• Marknadsföring
• Hållbar utveckling

Bibliography (note)

• Includes bibliographical references (p. [199]-240) and index.

Contents

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.

ISBN

• 9781605098661
• 1605098663
• 9781906093440
• 190609344X

OCLC

• ocn642843768
• 642843768
• SCSB-1615215

Owning Institutions

Princeton University Library