Get The New Rules of Green Marketing Strategies Tools and Inspiration for Sustainable Branding
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Book Details :
Published on: 2011-02-14
Released on:
Original language: English
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. How Design Thinking Can Enrich Marketing & Business ... How Design Thinking Can Enrich Marketing & Business Innovation Added Value Innovation is key to competitiveness in the global economy. But too often this so-called ... 10 Ways Shopper Marketing Can Help to Improve Sales in a ... 10 Ways Shopper Marketing Can Help to Improve Sales in a Tough Economy A ten-point plan for leveraging Shopper Marketing in difficult economic times to deliver better ... Ecotourism thesis - SlideShare Ecotourism thesis : Internal and External factors that influence the ecotourists A study on green consumer behavior applied to ecotourism ... Read our featured insights McKinsey & Company Featured. McKinsey Global Institute Our mission is to help leaders in multiple sectors develop a deeper understanding ... Health Yahoo Beauty Hoda Kotb Shares Photo of Scale and Plan to Lose Weight in the New Year: Time to Drop Some Lbs.! 2017 Conference Program Southern Sustainable Agriculture ... Our conference is as always loaded with practical information tailored for those in the South producing organic and sustainable food on a commercial scale and for ... Overtime: Protocol & Avoiding Implications PrimePay This week the Department of Labor (DOL) released the news that Halliburton an oil and gas service provider paid about $18.3 million in overtime that was owed to ... GreenBook Charting the Future of Market Research GreenBook Blog provides original insight into the challenges faced by the market research industry today. Contributors from both sides of the table share their ... Green Marketing Sustainability Marketing The New Rules ... J. Ottman Consulting are expert advisers on green marketing. Jacquie Ottman is the author of The New Rules of Green Marketing: Strategies Tools and Inspiration for ... Welcome to Forbes Thought Of The Day. ADVERTISEMENT
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