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Green Don't Sell: Why Sustainability Alone Fails: The Real Rules of Green Marketing - Couverture souple

Susini, Walter

 
9791281627734: Green Don't Sell: Why Sustainability Alone Fails: The Real Rules of Green Marketing
Couverture souple
ISBN 13 : 9791281627734
Editeur : Egea Spa - Bocconi University Press, 2026

Synopsis

Sustainability has long been framed through sacrifice and fear, while marketing thrives on optimism and desire. What if the tools that make brands irresistible could also make sustainability impossible to ignore? This book argues that sustainability fails not for lack of urgency but because of ineffective narratives. Apocalyptic warnings paralyze rather than mobilize. To change behavior, we must shift from guilt to stories that tap into people's hopes and emotions. Drawing on marketing strategy, consumer behavior, and psychology, Walter Susini proposes a new paradigm: storybounting-creating abundant, engaging narratives that drive action and shape habits. Combining insights from global executives and thirty years of experience, Green Sells offers a roadmap for aligning motivation science with sustainability ethics, making the sustainable choice not just right-but desirable.

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

Éditeur
Egea Spa - Bocconi University Press
Date d'édition
2026
Langue
anglais
ISBN 13 
9791281627734
Reliure
Broché
Nombre de pages
156
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

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