The new rules of green marketing: strategies, tools, and inspiration for sustainable branding
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Sheffield [u.a.]
Greenleaf Publ. [u.a.]
2011
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 252 S. graf. Darst. |
| ISBN: | 9781605098661 9781906093440 |
Internformat
MARC
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Datensatz im Suchindex
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|---|---|
| adam_text | Titel: The new rules of green marketing
Autor: Ottman, Jacquelyn A.
Jahr: 2011
Contents
Foreword..................................................................................................xi
Adam Lowry and Eric Ryan, Founders and Co-CEOs, Method
Preface...................................................................................................xiii
Acknowledgments..................................................................................xvi
The 20 New Rules of Green Marketing................................................xviii
1 Green is now mainstream 1
Everyone is worried.......................................................................3
Every generation is green................................................................4
Green behavior: A daily phenomenon...............................................7
Media turns green........................................................................13
Governments take action...............................................................14
Far-reaching business opportunities ...............................................15
The time for marketers to act is now................................................17
Personal rewards, too...................................................................20
2 We are all green consumers 22
Five shades of green consumers.....................................................23
Segmenting by green interest.........................................................29
Green consumer motives and buying strategies................................32
3 The new green marketing paradigm 43
The new green marketing paradigm................................................44
The seven strategies for green marketing success.............................47
Addressing the New Rules: Method.................................................48
4 Designing greener products:
A life-cycle approach 56
Consider the entire life-cycle..........................................................57
Strategies for sustainable product design.........................................63
5 Innovate for sustainability 83
Beyond eco-design to eco-innovation..............................................89
Five strategies for eco-innovation....................................................91
Addressing the New Rules: Nissan..................................................99
6 Communicating sustainability with impact 107
Challenges of communicating sustainability....................................108
Ottman s fundamentals of good green marketing.............................109
Six strategies of sustainable marketing communication.....................111
Addressing the New Rules: HSBC.................................................117
Addressing the New Rules: Toyota................................................120
Addressing the New Rules: Tide Coldwater....................................128
7 Establishing credibility and avoiding greenwash 131
Greenwash!...............................................................................131
Five strategies for establishing credibility for sustainable branding
and marketing...................................................................134
8 Partnering for success 158
The general public .....................................................................159
Children....................................................................................161
Employees................................................................................165
Retailers...................................................................................168
Addressing the New Rules: ENERGY STAR....................................169
Suppliers..................................................................................172
Government..............................................................................174
Environmental groups.................................................................177
9 Two sustainability leaders that superbly
address the new rules 182
Addressing the New Rules: Timberland..........................................183
Addressing the New Rules: Starbucks...........................................190
10 Conclusion 197
For further information..........................................................................199
Endnotes..............................................................................................224
About the author..................................................................................241
Index.....................................................................................................242
|
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| discipline | Allgemeines Wirtschaftswissenschaften Umwelt |
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| indexdate | 2024-07-10T00:17:01Z |
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| isbn | 9781605098661 9781906093440 |
| language | English |
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| spelling | Ottman, Jacquelyn A. Verfasser aut The new rules of green marketing strategies, tools, and inspiration for sustainable branding Jacquelyn A. Ottman Sheffield [u.a.] Greenleaf Publ. [u.a.] 2011 XX, 252 S. graf. Darst. txt rdacontent n rdamedia nc rdacarrier Produktinnovation (DE-588)4047346-6 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Umweltbezogenes Management (DE-588)4201709-9 gnd rswk-swf Werbung (DE-588)4065541-6 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 s Produktinnovation (DE-588)4047346-6 s Werbung (DE-588)4065541-6 s Umweltbezogenes Management (DE-588)4201709-9 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024963395&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Ottman, Jacquelyn A. The new rules of green marketing strategies, tools, and inspiration for sustainable branding Produktinnovation (DE-588)4047346-6 gnd Marketingstrategie (DE-588)4120697-6 gnd Umweltbezogenes Management (DE-588)4201709-9 gnd Werbung (DE-588)4065541-6 gnd |
| subject_GND | (DE-588)4047346-6 (DE-588)4120697-6 (DE-588)4201709-9 (DE-588)4065541-6 |
| title | The new rules of green marketing strategies, tools, and inspiration for sustainable branding |
| title_auth | The new rules of green marketing strategies, tools, and inspiration for sustainable branding |
| title_exact_search | The new rules of green marketing strategies, tools, and inspiration for sustainable branding |
| title_full | The new rules of green marketing strategies, tools, and inspiration for sustainable branding Jacquelyn A. Ottman |
| title_fullStr | The new rules of green marketing strategies, tools, and inspiration for sustainable branding Jacquelyn A. Ottman |
| title_full_unstemmed | The new rules of green marketing strategies, tools, and inspiration for sustainable branding Jacquelyn A. Ottman |
| title_short | The new rules of green marketing |
| title_sort | the new rules of green marketing strategies tools and inspiration for sustainable branding |
| title_sub | strategies, tools, and inspiration for sustainable branding |
| topic | Produktinnovation (DE-588)4047346-6 gnd Marketingstrategie (DE-588)4120697-6 gnd Umweltbezogenes Management (DE-588)4201709-9 gnd Werbung (DE-588)4065541-6 gnd |
| topic_facet | Produktinnovation Marketingstrategie Umweltbezogenes Management Werbung |
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