New Rules of Green Marketing : Strategies, Tools, and Inspiration for Sustainable Branding.
Title:
New Rules of Green Marketing : Strategies, Tools, and Inspiration for Sustainable Branding.
Author:
Ottman, Jacquelyn.
ISBN:
9781907643323
Personal Author:
Physical Description:
1 online resource (272 pages)
Contents:
Copyright page -- Contents -- Foreword -- Preface -- Acknowledgments -- The 20 New Rules of Green Marketing -- 1. Green is now mainstream -- 2. We are all green consumers -- 3. The new green marketing paradigm -- 4. Designing greener products: A life-cycle approach -- 5. Innovate for sustainability -- 6. Communicating sustainability with impact -- 7. Establishing credibility and avoiding greenwash -- 8. Partnering for success -- 9. Two sustainability leaders that superbly addressthe new rules -- 10. Conclusion -- For further information -- Endnotes -- About the author -- Index.
Abstract:
This book captures the best of the author's previous groundbreaking books on green marketing and takes the content into the 21st century. This work squarely focuses on a new generation of marketers who likely themselves grew up with an appreciation of sustainability and who want and need to know how to connect effectively with mainstream consumers.
Local Note:
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2017. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.
Genre:
Electronic Access:
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