Ottman, Jacquelyn A.
Sheffield [England] : Greenleaf Publishing San Francisco, Calif. : Berrett-Koehler, c2011.
Added to CLICnet on 03/17/2014
Check CLICnet for availability
Notes:
- 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 sustainabil.
- Green is now mainstream — We are all green consumers — The new green marketing paradigm — Designing greener products : a life-cycle approach — Innovate for sustainability — Communicating sustainability with impact — Establishing credibility and avoiding greenwash — Partnering for success — Two sustainability leaders that superbly address the new rules.
- Includes bibliographical references (p. 221-240) and index.
Subjects:
Requested by Kurpiers, R