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

Note moyenne 3,74
( 23 avis fournis par GoodReads )
 
9781605098661: The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding

The New Rules of Green Marketing "New Rules of Green Marketing" helps readers understand why value-based sustainability marketing has become a critical organizational capacity, and how readers can adopt these practices in their own organizations. Full description

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur :

For too long, marketers of sustainable goods and services have targeted deep green" consumers to promote their products - and they have little to show for their efforts. In this innovative book, Jacquelyn Ottman shows how the green market has moved beyond such niche marketing, and how marketers will find greater success promoting the inherent superior value of their offerings. Greener products are now available within every industry and are a part of our everyday lives. But they didn't get to be so ubiquitous just because they are better for the planet. Whether they were promoted as such or not, sales of green products have grown so fast because of the added value they provide: 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 and to driving overall organizational growth. The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity, and how readers can adopt this approach in their own organizations. Illustrated by examples from both international mainstream and the more niche "deep green" leaders who are showing everyone else the way, the book provides practical strategies, tools and inspiration for building every aspect of a credible value-based green marketing strategy, including: *How to use a proactive approach to sustainability to spur innovation *How to frame environment-related benefits with relevance to mainstream brands *How to communicate with credibility and impact - and avoid "greenwashing" *How to team up with stakeholders to maximize outreach to consumers *How to use a life cycle orientation to ensure the integrity of one's offerings *How to best take advantage of recent technological advances in social media Drawing on the latest data from leading researchers and reflectin

Biographie de l'auteur :

A true pioneer in green marketing, Jacquelyn A. Ottman has been consulting in the arena of green business for over 20 years as the founder and president of J. Ottman Consulting, Inc. Ottman and her team have helped over 60 of the Fortune 500 find competitive advantage by leveraging credible green marketing and eco-innovation strategies. Clients include: 3M, GE, GE, HSBC, Johnson & Johnson, Epson, HSBC, Nike and Samsung. As an advisor to the U.S. government's voluntary eco-labeling programs, Ottman has helped guide the marketing of the U.S. EPA's Energy Star, SmartWay and Design for Environment eco-labels, and is currently assisting in the launch of the USDA's BioBased label. A sought-after speaker at industry conferences and corporate gatherings in North America, South America, Asia, and Europe, she co-chairs both the Sustainable Brands conference, and is a co-founder of the Sustainable Business Committee of the Columbia University Business School Alumni Club of NY where she founded a certificate program in sustainable design. In 2004, Ottman and her colleagues were the principal organizers of the Design: Green educational initiative which was created under an EPA Innovation Grant with the goal of jumpstarting eco-design education in the U.S. Endorsed by the Industrial Designers Society of America, it gave over 4000 practitioners and students a grounding in the principles of eco-design and green marketing via workshops which were held across the country. Today, the initiative continues via an online course that Ms. Ottman created for the Minneapolis College of Art and Design. A former advertising executive on consumer packaged goods businesses at major New York advertising agencies, Ms. Ottman graduated from Smith College and attended the NYU Graduate School of Business. She is the author of the bestselling Green Marketing: Challenges and Opportunities for the New Marketing Age (NTC Business Books, 1993) revised in

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Meilleurs résultats de recherche sur AbeBooks

1.

Jacquelyn A. Ottman
Edité par BERRETT-KOEHLER, United States (2011)
ISBN 10 : 1605098663 ISBN 13 : 9781605098661
Neuf(s) Paperback Quantité : 1
Vendeur
The Book Depository
(London, Royaume-Uni)
Evaluation vendeur
[?]

Description du livre BERRETT-KOEHLER, United States, 2011. Paperback. État : New. 226 x 150 mm. 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. 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. N° de réf. du libraire AAS9781605098661

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 16,94
Autre devise

Ajouter au panier

Frais de port : EUR 1,43
De Royaume-Uni vers France
Destinations, frais et délais

2.

Jacquelyn A. Ottman
Edité par BERRETT-KOEHLER, United States (2011)
ISBN 10 : 1605098663 ISBN 13 : 9781605098661
Neuf(s) Paperback Quantité : 1
Vendeur
The Book Depository US
(London, Royaume-Uni)
Evaluation vendeur
[?]

Description du livre BERRETT-KOEHLER, United States, 2011. Paperback. État : New. 226 x 150 mm. 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. 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. N° de réf. du libraire AAS9781605098661

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 17,11
Autre devise

Ajouter au panier

Frais de port : EUR 1,43
De Royaume-Uni vers France
Destinations, frais et délais

3.

Jacquelyn A. Ottman
Edité par Berrett-Koehler Publishers 2011-02 (2011)
ISBN 10 : 1605098663 ISBN 13 : 9781605098661
Neuf(s) Quantité : 5
Vendeur
Chiron Media
(Wallingford, Royaume-Uni)
Evaluation vendeur
[?]

Description du livre Berrett-Koehler Publishers 2011-02, 2011. État : New. Brand new book, sourced directly from publisher. Dispatched within 2 working days from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. N° de réf. du libraire NU-ING-00664066

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 15,23
Autre devise

Ajouter au panier

Frais de port : EUR 3,56
De Royaume-Uni vers France
Destinations, frais et délais

4.

Jacquelyn A. Ottman
Edité par Berrett-Koehler Publishers
ISBN 10 : 1605098663 ISBN 13 : 9781605098661
Neuf(s) Paperback Quantité : 3
Vendeur
THE SAINT BOOKSTORE
(Southport, Royaume-Uni)
Evaluation vendeur
[?]

Description du livre Berrett-Koehler Publishers. Paperback. État : new. BRAND NEW, The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding, Jacquelyn A. Ottman. N° de réf. du libraire B9781605098661

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 13,12
Autre devise

Ajouter au panier

Frais de port : EUR 8,27
De Royaume-Uni vers France
Destinations, frais et délais

5.

Jacquelyn A. Ottman
Edité par Berrett-Koehler Publishers
ISBN 10 : 1605098663 ISBN 13 : 9781605098661
Neuf(s) PAPERBACK Quantité : 2
Vendeur
Movie Mars
(Indian Trail, NC, Etats-Unis)
Evaluation vendeur
[?]

Description du livre Berrett-Koehler Publishers. PAPERBACK. État : New. 1605098663 Brand New Book. Ships from the United States. 30 Day Satisfaction Guarantee!. N° de réf. du libraire 14393333

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 12,75
Autre devise

Ajouter au panier

Frais de port : EUR 9
De Etats-Unis vers France
Destinations, frais et délais

6.

Jacquelyn A. Ottman
Edité par Berrett-Koehler 2011-02-28, San Francisco (2011)
ISBN 10 : 1605098663 ISBN 13 : 9781605098661
Neuf(s) paperback Quantité : > 20
Vendeur
Blackwell's
(Oxford, OX, Royaume-Uni)
Evaluation vendeur
[?]

Description du livre Berrett-Koehler 2011-02-28, San Francisco, 2011. paperback. État : New. N° de réf. du libraire 9781605098661

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 18,38
Autre devise

Ajouter au panier

Frais de port : EUR 3,56
De Royaume-Uni vers France
Destinations, frais et délais

7.

Jacquelyn A. Ottman
ISBN 10 : 1605098663 ISBN 13 : 9781605098661
Neuf(s) Paperback Quantité : > 20
Vendeur
BargainBookStores
(Grand Rapids, MI, Etats-Unis)
Evaluation vendeur
[?]

Description du livre Paperback. État : New. N° de réf. du libraire 1080136

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 11,24
Autre devise

Ajouter au panier

Frais de port : EUR 11,83
De Etats-Unis vers France
Destinations, frais et délais

8.

Jacquelyn A. Ottman
ISBN 10 : 1605098663 ISBN 13 : 9781605098661
Neuf(s) Quantité : 5
Vendeur
GreatBookPrices
(Columbia, MD, Etats-Unis)
Evaluation vendeur
[?]

Description du livre État : New. N° de réf. du libraire 9715921-n

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 12,88
Autre devise

Ajouter au panier

Frais de port : EUR 11,36
De Etats-Unis vers France
Destinations, frais et délais

9.

Jacquelyn A. Ottman
Edité par Berrett-Koehler (2011)
ISBN 10 : 1605098663 ISBN 13 : 9781605098661
Neuf(s) Quantité : 20
Vendeur
Books2Anywhere
(Fairford, GLOS, Royaume-Uni)
Evaluation vendeur
[?]

Description du livre Berrett-Koehler, 2011. PAP. État : New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. N° de réf. du libraire IS-9781605098661

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 13,19
Autre devise

Ajouter au panier

Frais de port : EUR 11,91
De Royaume-Uni vers France
Destinations, frais et délais

10.

Jacquelyn A. Ottman
Edité par Berrett-Koehler Publishers
ISBN 10 : 1605098663 ISBN 13 : 9781605098661
Neuf(s) PAPERBACK Quantité : 1
Vendeur
Bookhouse COM LLC
(Philadelphia, PA, Etats-Unis)
Evaluation vendeur
[?]

Description du livre Berrett-Koehler Publishers. PAPERBACK. État : New. 1605098663. N° de réf. du libraire Z1605098663ZN

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 20,51
Autre devise

Ajouter au panier

Frais de port : EUR 5,67
De Etats-Unis vers France
Destinations, frais et délais

autres exemplaires de ce livre sont disponibles

Afficher tous les résultats pour ce livre