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  • 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
    COBISS.SI-ID - 4662487

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Univerzitetna knjižnica
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)
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