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The new rules of green marketing : strategies, tools, and inspiration for sustainable branding /

By: Ottman, Jacquelyn A.
Publisher: Sheffield [England] : San Francisco, Calif. : Greenleaf Publishing ; Berrett-Koehler, 2011Description: xx, 252 pages : illustrations ; 25 cm.Content type: text | text | still image Media type: unmediated | unmediated Carrier type: volume | volumeISBN: 9781605098661; 9781605098661:; 1605098663; 9781906093440; 190609344X.Subject(s): Green marketing | Branding (Marketing) | Green products | MarketingDDC classification: 658.802 OTT
Contents:
The 20 new rules of green marketing -- Green is now mainstream : Everyone is worried ; Every generation is green ; Green behavior : a daily phenomenon ; Media turns green ; Governments take action ; Far-reaching business opportunities ; The time for marketers to act is now ; Personal rewards, too -- We are all green consumers : Five shades of green consumers ; Segmenting by green interest ; Green consumer motives and buying strategies -- The new green marketing paradigm : The seven strategies for green marketing success ; Addressing the new rules : method -- Designing greener products : a life-cycle approach : Consider the entire life-cycle ; Strategies for sustainable product design -- Innovate for sustainability : Beyond eco-design to eco-innovation ; Five strategies for eco-innovation ; Addressing the new rules : Nissan -- Communicating sustainability with impact : Challenges of communicating sustainability Ottman's fundamentals of good green marketing ; Six strategies of sustainable marketing communication ; Addressing the new rules : HSBC ; Addressing the new rules : Toyota ; Addressing the new rules : Tide Coldwater -- Establishing credibility and avoiding greenwash : Greenwash! ; Five strategies for establishing credibility for sustainable branding and marketing -- Partnering for success : The general public ; Children ; Employees ; Retailers ; Addressing the new rules : Energy Star ; Suppliers ; Government ; Environmental groups -- Two sustainability leaders that superbly address the new rules : Timberland ; Starbucks -- Conclusion.
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Holdings
Item type Current library Call number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.802 OTT (Browse shelf(Opens below)) Available 0081141
Total holds: 0

Includes bibliographical references (pages 221-240) and index.

The 20 new rules of green marketing -- Green is now mainstream : Everyone is worried ; Every generation is green ; Green behavior : a daily phenomenon ; Media turns green ; Governments take action ; Far-reaching business opportunities ; The time for marketers to act is now ; Personal rewards, too -- We are all green consumers : Five shades of green consumers ; Segmenting by green interest ; Green consumer motives and buying strategies -- The new green marketing paradigm : The seven strategies for green marketing success ; Addressing the new rules : method -- Designing greener products : a life-cycle approach : Consider the entire life-cycle ; Strategies for sustainable product design -- Innovate for sustainability : Beyond eco-design to eco-innovation ; Five strategies for eco-innovation ; Addressing the new rules : Nissan -- Communicating sustainability with impact : Challenges of communicating sustainability Ottman's fundamentals of good green marketing ; Six strategies of sustainable marketing communication ; Addressing the new rules : HSBC ; Addressing the new rules : Toyota ; Addressing the new rules : Tide Coldwater -- Establishing credibility and avoiding greenwash : Greenwash! ; Five strategies for establishing credibility for sustainable branding and marketing -- Partnering for success : The general public ; Children ; Employees ; Retailers ; Addressing the new rules : Energy Star ; Suppliers ; Government ; Environmental groups -- Two sustainability leaders that superbly address the new rules : Timberland ; Starbucks -- Conclusion.

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