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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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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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