The Green Marketing Manifesto

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The Green Marketing Manifesto

Format:  Hardcover,

304 pages

Edition: REV. and Revise

Publisher: John Wiley & Sons Inc

Publish Date: Jan 2008

ISBN-13: 9780470723241

ISBN-10: 0470723246

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The following content was provided by the publisher.
We are currently eating, sleeping and breathing a new found religion of everything 'green'. At the very heart of responsibility is industry and commerce, with everyone now racing to create their 'environmental' business strategy. In line with this awareness, there is much discussion about the 'green marketing opportunity' as a means of jumping on this bandwagon.

We need to find a sustainable marketing that actually delivers on green objectives, not green theming. Marketers need to give up the many strategies and approaches that made sense in pure commercial terms but which are unsustainable. True green marketing must go beyond the ad models where everything is another excuse to make a brand "look" good; we need a green marketing that "does" good.

"The Green Marketing Manifesto" provides a roadmap on how to organize green marketing effectively and sustainably. It offers a fresh start for green marketing, one that provides a practical and ingenious approach. The book offers many examples from companies and brands who are making headway in this difficult arena, such as Marks & Spencer, Sky, Virgin, Toyota, Tesco, O2 to give an indication of the potential of this route. John Grant creates a 'Green Matrix' as a tool for examining current practice and the practice that the future needs to embrace. This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful green marketing. Includes a foreword by Jonathon Porritt.

Specifications

Publisher: John Wiley & Sons Inc
Publish Date: Jan 2008
ISBN-13: 9780470723241
ISBN-10: 0470723246
Format: Hardcover
Number of Pages: 304
Shipping Weight (in pounds): 1.1
Product in Inches (L x W x H): 5.5 x 8.25 x 1.0

Chapter outline

Foreword
Acknowledgements
About the Author
Introduction
Background
Setting the Scene
A Tipping Point - And Then What?
The Green Consumer Bandwagon of 1989
The Green Challenges
The Marketing Challenge
The Green Consumer? (Or All Consumers?)
Sustainability - The Backroom Revolution
The Green Marketing Challenge
Green Marketing's Five I's
Endnote: Another Revolution
The Green Marketing Grid
Overview
Green - Setting New Standards for Responsible Products, Services, Brands, Companies
Greener - Sharing Responsibility with Customers
Greenest - Shaping a New Culture of Responsibility Through Innovation
Public - Company Story, Engagement Campaigns, Futures
Social - Identity and Community
Personal - Products and Habits
Set an Example
Credible Partners
Market a Benefit
Develop the Market
Tribal Brands
Change Usage
New Business Concepts
Trojan Horse Ideas
Challenging Consuming
Setting New Standards (Green)
Set an Example
Credible Partners
Market a Benefit
Sharing Responsibility (Greener)
Develop the Market
Social/Tribal Brands
Change Usage
Supporting Innovation (Greenest)
New Business Concepts
Trojan Horse Ideas
Challenging Consuming
Concluding Thoughts
Ideas Good, Image Bad
AFresh Start for Green Marketing
References
Index

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