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

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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&#...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Ottman, Jacquelyn A.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Sheffield [England] : Greenleaf Publishing : Berrett-Koehler, [2011]
Colección:BK business book.
Temas:
Green marketing.
Marketing vert.
BUSINESS & ECONOMICS > Industrial Management.
BUSINESS & ECONOMICS > Management.
BUSINESS & ECONOMICS > Management Science.
BUSINESS & ECONOMICS > Organizational Behavior.
Green marketing
Marketing.
Duurzaamheid (milieu)
Développement durable.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • The 20 new rules of green marketing
  • Green is now mainstream : Everyone is worried ; Every generation is green ; Green behavior : a daily phenomenon ; Media turns green ; Governments take action ; Far-reaching business opportunities ; The time for marketers to act is now ; Personal rewards, too
  • We are all green consumers : Five shades of green consumers ; Segmenting by green interest ; Green consumer motives and buying strategies
  • The new green marketing paradigm : The seven strategies for green marketing success ; Addressing the new rules : method
  • Designing greener products : a life-cycle approach : Consider the entire life-cycle ; Strategies for sustainable product design
  • Innovate for sustainability : Beyond eco-design to eco-innovation ; Five strategies for eco-innovation ; Addressing the new rules : Nissan
  • Communicating sustainability with impact : Challenges of communicating sustainability Ottman's fundamentals of good green marketing ; Six strategies of sustainable marketing communication ; Addressing the new rules : HSBC ; Addressing the new rules : Toyota ; Addressing the new rules : Tide Coldwater
  • Establishing credibility and avoiding greenwash : Greenwash! ; Five strategies for establishing credibility for sustainable branding and marketing
  • Partnering for success : The general public ; Children ; Employees ; Retailers ; Addressing the new rules : Energy Star ; Suppliers ; Government ; Environmental groups
  • Two sustainability leaders that superbly address the new rules : Timberland ; Starbucks
  • Conclusion.

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