The new rules of green marketing : strategies, tools, and inspiration for sustainable branding
Ottman, Jacquelyn A.
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
Type of material - book
Publication and manufacture - Sheffield [England] : Greenleaf ; San Francisco, Calif. : Berrett-Koehler, cop. 2011
Language -
english
ISBN - 978-1-60509-866-1; 1-60509-866-3; 978-1-906093-44-0; 1-906093-44-X
on loan - outside loan, due date: 30.06.2025
Expected to be available after:
01.07.2025 (1.
in queue)
Call number – location, accession no. ...
Copy status
Univerzitetna knjižnica 339.138 OTTMAN JACQUELYN A. New IN: 01000017915
Univerzitetna knjižnica 339.138 OTTMAN JACQUELYN A. New IN: 01000017915
on loan - outside loan, due date: 30.06.2025
Expected to be available after:
01.07.2025 (1.
in queue)
Shelf entry
Adding material to shelf was successful.
Adding material to shelf failed.
It was not necessary to add the material to the shelf.
Bibliographic material was successfully added on shelf.
Adding bibliographical material on shelf was not successful.
Material is already on the shelf.
Permalink
URL:
Impact factor
Access to the JCR database is permitted only to users from Slovenia. Your current IP address is not on the list of IP addresses with access permission, and authentication with the relevant AAI accout is required.
Year
Impact factor
Edition
Category
Classification
JCR
SNIP
JCR
SNIP
JCR
SNIP
JCR
SNIP
Select the library membership card:
DRS,
in which the journal is indexed
Database name
Field
Year
Links to authors' personal bibliographies
Links to information on researchers in the SICRIS system
Subject headings in COBISS General List of Subject Headings
Select pickup location
The material from the parent unit is free. If the material is delivered to the pickup location from another unit, the library may charge you for this service.
