[Download] The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding Writen By Jacquelyn Ottman

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The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding

By : Jacquelyn Ottman

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Book Synopsis :

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,

Book Detail :

Author : Jacquelyn Ottman

Pages : 256 pages

Publisher : Berrett-Koehler Publishers

Language :

ISBN-10 : 1605098663

ISBN-13 : 9781605098661

 

Supporting format: PDF, EPUB, Kindle, Audio, MOBI, HTML, RTF, TXT, etc.

Supporting : PC, Android, Apple, Ipad, Iphone, etc.

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