Beschreibung The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding (English Edition). 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.
The New Rules of Green Marketing Book: Strategies, Tools ~ The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding, the acclaimed new book by green marketing expert Jacquie Ottman.
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The New Rules of Green Marketing : Strategies, Tools, and ~ New Rules of Green Marketing : Strategies, Tools, and Inspiration for Sustainable Branding, Paperback by Ottman, Jacquelyn, ISBN 190609344X, ISBN-13 9781906093440, Brand New, Free shipping in the US 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 .
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 Sustainable Branding book.
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Sustainability Marketing: A Global Perspective - Belz ~ The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding Jacquelyn A. Ottman . 4,3 von 5 Sternen 26. Taschenbuch. 20,12 € Grüne Markenführung: Erfolgsfaktoren und Instrumente nachhaltiger Brands Oliver Errichiello. 5,0 von 5 Sternen 3. Taschenbuch. 24,99 € Marketing 4.0: Der Leitfaden für das Marketing der Zukunft Philip Kotler. 4,5 von 5 Sternen 18 .
Nachhaltiges Management und Konsumentenverhalten ~ The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding Jacquelyn A. Ottman . 4,2 von 5 Sternen 29. Taschenbuch. 20,40 € Nachhaltigkeit Iris Pufé. 4,6 von 5 Sternen 12. Taschenbuch. 29,99 € Weiter. Kunden, die diesen Artikel angesehen haben, haben auch angesehen. Seite 1 von 1 Zum Anfang Seite 1 von 1 . Diese Einkaufsfunktion lädt weitere Artikel .
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