The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding

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9781605098661: The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding
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Book by Ottman Jacquelyn

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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

Reseña del editor:

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.

"Sobre este título" puede pertenecer a otra edición de este libro.

Otras ediciones populares con el mismo título

9781459626676: The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding (Large Print 16pt)

Edición Destacada

ISBN 10:  1459626672 ISBN 13:  9781459626676
Editorial: Readhowyouwant, 2011
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9781906093440: The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding

Routledge, 2010
Tapa blanda

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Descripción BERRETT-KOEHLER, United States, 2011. Paperback. Condición: New. Language: English . Brand New Book. 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. Nº de ref. del artículo: AAS9781605098661

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Descripción BERRETT-KOEHLER, United States, 2011. Paperback. Condición: New. Language: English . Brand New Book. 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. Nº de ref. del artículo: AAS9781605098661

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Descripción BERRETT-KOEHLER, United States, 2011. Paperback. Condición: New. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. 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. Nº de ref. del artículo: BTE9781605098661

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