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The New Rules of Green Marketing : Strategies, Tools, and Inspiration for...
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Located in: Valparaiso, Indiana, United States
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Estimated between Fri, 7 Jun and Mon, 10 Jun to 43230
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eBay item number:134211405389
Item specifics
- Condition
- ISBN
- 9781605098661
- Book Title
- New Rules of Green Marketing : Strategies, Tools, and Inspiration for Sustainable Branding
- Item Length
- 9in
- Publisher
- Berrett-Koehler Publishers, Incorporated
- Publication Year
- 2011
- Format
- Trade Paperback
- Language
- English
- Item Height
- 0.6in
- Genre
- Business & Economics
- Topic
- Marketing / General, Green Business
- Item Width
- 6in
- Item Weight
- 13.6 Oz
- Number of Pages
- 272 Pages
About this product
Product Information
Green products have been around since the 1970s, but it's only in recent years that they've become ubiquitous. That's because savvy green marketers are no longer targeting "deep green" consumers with a "save the planet" pitch. Instead, they're promoting the added value their products provide: better health, superior performance, good taste, or cost-effectiveness. In this innovative book Ottman argues that emphasizing primary benefits -- the New Rules -- is critical to winning over the mainstream consumer. Drawing on the latest poll data and incorporating lessons learned from her clients and other leading sustainable brands -- 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 such topics as spurring innovation through a proactive approach to sustainability, 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. The New Rules of Green Marketing captures the best of Ottman's two previous groundbreaking books on green marketing and places it within a 21st Century context. Focusing on a new generation of marketers who likely grew up with an appreciation for sustainability, it provides in one place essential strategies, tools, and inspiration for connecting effectively with mainstream consumers.
Product Identifiers
Publisher
Berrett-Koehler Publishers, Incorporated
ISBN-10
1605098663
ISBN-13
9781605098661
eBay Product ID (ePID)
126472174
Product Key Features
Book Title
New Rules of Green Marketing : Strategies, Tools, and Inspiration for Sustainable Branding
Format
Trade Paperback
Language
English
Topic
Marketing / General, Green Business
Publication Year
2011
Genre
Business & Economics
Number of Pages
272 Pages
Dimensions
Item Length
9in
Item Height
0.6in
Item Width
6in
Item Weight
13.6 Oz
Additional Product Features
Reviews
Ottman's done it again. Jacquelyn doesn't just have her finger on the pulse of green marketing, she is the pulse. She cuts the ubiquity of green marketing with the unique perspective of experience in this marketplace. Read this book and you're up to speed. -John Rooks, Author of More Than Promote - A Monkeywrencher's Guide to Authentic Marketing . Jacquelyn Ottman has yet again written an indispensable book about green marketing. The New Rules of Green Marketing not only provides valuable insights to the current and shifting marketing landscape, but also provides a blueprint of how to use these new rules to achieve business success...a must read for every marketer. -Jennifer Kaplan, author of Greening Your Small Business . The New Rules of Green Marketing should serve as the definitive text for any organization that is looking to brand itself or its products as green or sustainable. Jacquie's innovation driven insights will help organizations derive real and genuine strategic advantage from their green marketing initiatives. -David Rinard, Director Global Environmental Performance, Steelcase Inc. Jacquie Ottman takes her 25 years of experience in Green Marketing and gives insightful data and helpful checklists for practitioners in the field. The demand for green products is mainstream&and companies better be paying attention! -Shelley Zimmer, Environmental Initiatives Manager, HP. "Jacquie Ottman was one of the first to open up our consciousness for going green in her earlier book. Now she can demonstrate the strong payoffs to all of us-consumers, producers, retailers-by going green. Hurrah for this book showing how going green pays off in delivering a triple bottom line -- profits, people, and planet." -Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management/Northwestern University , Ottman's done it again. Jacquelyn doesn't just have her finger on the pulse of green marketing, she is the pulse. She cuts the ubiquity of green marketing with the unique perspective of experience in this marketplace. Read this book and you're up to speed. -John Rooks, Author of More Than Promote - A Monkeywrencher's Guide to Authentic Marketing . Jacquelyn Ottman has yet again written an indispensable book about green marketing. The New Rules of Green Marketing not only provides valuable insights to the current and shifting marketing landscape, but also provides a blueprint of how to use these new rules to achieve business success...a must read for every marketer. -Jennifer Kaplan, author of Greening Your Small Business . The New Rules of Green Marketing should serve as the definitive text for any organization that is looking to brand itself or its products as green or sustainable. Jacquie's innovation driven insights will help organizations derive real and genuine strategic advantage from their green marketing initiatives. -David Rinard, Director Global Environmental Performance, Steelcase Inc. Jacquie Ottman takes her 25 years of experience in Green Marketing and gives insightful data and helpful checklists for practitioners in the field. The demand for green products is mainstream...and companies better be paying attention! -Shelley Zimmer, Environmental Initiatives Manager, HP. "Jacquie Ottman was one of the first to open up our consciousness for going green in her earlier book. Now she can demonstrate the strong payoffs to all of us--consumers, producers, retailers--by going green. Hurrah for this book showing how going green pays off in delivering a triple bottom line -- profits, people, and planet." -Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management/Northwestern University , Ottman's done it again. Jacquelyn doesn't just have her finger on the pulse of green marketing, she is the pulse. She cuts the ubiquity of green marketing with the unique perspective of experience in this marketplace. Read this book and you're up to speed. -John Rooks, Author of More Than Promote - A Monkeywrencher's Guide to Authentic Marketing . Jacquelyn Ottman has yet again written an indispensable book about green marketing. The New Rules of Green Marketing not only provides valuable insights to the current and shifting marketing landscape, but also provides a blueprint of how to use these new rules to achieve business success...a must read for every marketer. -Jennifer Kaplan, author of Greening Your Small Business . The New Rules of Green Marketing should serve as the definitive text for any organization that is looking to brand itself or its products as green or sustainable. Jacquie's innovation driven insights will help organizations derive real and genuine strategic advantage from their green marketing initiatives. -David Rinard, Director Global Environmental Performance, Steelcase Inc. Jacquie Ottman takes her 25 years of experience in Green Marketing and gives insightful data and helpful checklists for practitioners in the field. The demand for green products is mainstream...and companies better be paying attention! -Shelley Zimmer, Environmental Initiatives Manager, HP. "Jacquie Ottman was one of the first to open up our consciousness for going green in her earlier book. Now she can demonstrate the strong payoffs to all of us--consumers, producers, retailers--by going green. Hurrah for this book showing how going green pays off in delivering a triple bottom line -- profits, people, and planet." -Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management/Northwestern University
Table of Content
Foreword Preface Acknowledgments The 20 New Rules of Green Marketing Chapter One: Green is now mainstream Chapter Two: We Are All Green Consumers Chapter Three: The New Green Marketing Paradigm Chapter Four: Designing Greener Products: A Life-cycle Approach Chapter Five: Innovate for Sustainability Chapter Six: Communicating Sustainability With Impact. Chapter Seven: Establishing Credibility and Avoiding Greenwash. Chapter Eight: Partnering for Success Chapter Nine:Two Sustainability Leaders that Superbly Address the New Rules Conclusion For Further Information Endnotes About the Author Index
Copyright Date
2011
Target Audience
Trade
Dewey Decimal
658.802
Dewey Edition
22
Illustrated
Yes
Item description from the seller
Seller assumes all responsibility for this listing.
eBay item number:134211405389
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Valparaiso, Indiana, United States
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| Postage and handling | To | Service | Delivery*See Delivery notes |
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| Free postage | United States | Economy Postage (USPS Media MailTM) | Estimated between Fri, 7 Jun and Mon, 10 Jun to 43230 |
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| Will usually ship within 1 business day of receiving cleared payment. |
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Seller feedback (26)
c***e (2694)- Feedback left by buyer.
More than a year ago
Verified purchase
Fast shipping. High quality. As described. Grade A+ ebayer
n***y (6126)- Feedback left by buyer.
More than a year ago
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Shipped quickly and arrived in very good condition, thanks.
e***p (149)- Feedback left by buyer.
More than a year ago
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Fabric as described. Very cute.