The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding
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Numar articol:205647758
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Preț:137,00 Lei
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Anuntul a expirat la:12.01.2023, 11:46
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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 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. This
book takes the best of Ottman s previous groundbreaking work it
into the 21st century. Her new rules relegate traditional green
guilt approaches to the recycling bin of history, break green
products out of their niche and, ultimately do a far better job of
advancing the triple bottom line of people, profits, and planet.
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