Environmental Marketing: Positive Strategies for Reaching the Green Consumer - Couverture rigide

Coddington, Walter; Florian, Peter

Couverture rigide

ISBN 10 : 0070115990 ISBN 13 : 9780070115996

Editeur : McGraw-Hill Inc.,US, 1993

Synopsis

As corporate America responds to growing public pressure for a cleaner environment, more and more companies are jumping on the "green" bandwagon. But without proper planning and skillful marketing guidance, such a move can produce punishing consumer backlash. "Environmental Marketing" aims to show marketing professionals how to pinpoint and capitalize on the unique marketing opportunities inherent in corporate and consumer environmentalism. It sets down guidelines for developing and implementing new strategies to position competitatively and promote products or services. Designed for practical use, this guide profiles the experience of actual companies - McDonald's, AT&T, Wal-Mart, Exxon, and others - who have gone "green". It shows readers which environmental marketing strategies work, and exactly why many backfire. And it shares proven methods for boosting any firm's marketing efforts by: communicating its environmental position; building brand loyalty among environmentally conscious consumers; forging cooperative green merchandising strategies with retailers and environmental advocacy groups; negotiating the maze of federal, state, and local "green" regulations; and ensuring the long-term support of shareholders or investors. Complete with summaries of environmental claims regulations and contact information for key federal regulatory agencies and environmental advocacy groups, "Environmental marketing" establishes a framework for executing successful marketing approaches in the competitive '90s.

Détails de l'édition

• Éditeur: McGraw-Hill Inc.,US
• Date d'édition: 1993
• Langue: anglais
• ISBN 10: 0070115990
• ISBN 13: 9780070115996
• Reliure: Relié
• Nombre de pages: 252
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible