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

Ottman, Jacquelyn A.

Brossura

ISBN 10: 190609344X ISBN 13: 9781906093440

Casa editrice: Routledge, 2010

Riassunto

For too long, marketers of sustainable goods and services have targeted deep green" consumers to promote their products - and they have little to show for their efforts. In this innovative book, Jacquelyn Ottman shows how the green market has moved beyond such niche marketing, and how marketers will find greater success promoting the inherent superior value of their offerings. Greener products are now available within every industry and are a part of our everyday lives. But they didn't get to be so ubiquitous just because they are better for the planet. Whether they were promoted as such or not, sales of green products have grown so fast because of the added value they provide: 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 and to driving overall organizational growth. The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity, and how readers can adopt this approach in their own organizations. Illustrated by examples from both international mainstream and the more niche "deep green" leaders who are showing everyone else the way, the book provides practical strategies, tools and inspiration for building every aspect of a credible value-based green marketing strategy, including: *How to use a proactive approach to sustainability to spur innovation *How to frame environment-related benefits with relevance to mainstream brands *How to communicate with credibility and impact - and avoid "greenwashing" *How to team up with stakeholders to maximize outreach to consumers *How to use a life cycle orientation to ensure the integrity of one's offerings *How to best take advantage of recent technological advances in social media Drawing on the latest data from leading researchers and reflectin

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Recensione

{In conclusion}: this is a really interesting and actual perspective of green marketing. This reality is been assuming more and more importance since the marketplace became, and will become even more green and socially responsible and aware. Organisations face now new challenges associated with sustainable branding and environmental management that could be better supassed by following the The New Rules of Green Marketing. - Springer - Arminda M. Finisterra do Paco

Are you following the new rules of green marketing? [...] It is the kind of book that you pick through, dog-ear, highlight and scribble in. It overflows with insightful marketing, smart case studies, and lists of references, resources and "do's and don'ts" for successful green marketers. It now adds another pound or two to my briefcase, even when I try to shoo it away. When it appears again on my office desk or in my home den, I find myself indiscriminately opening it and learning in 5-minute chunks. [..] If you're a brand manager, chief sustainability officer, or ad agency consulting with a self-proclaimed "green" person, product, company or cause, then you need to read, no, wait, "own," The New Rules of Green Marketing. It will give you an immediate jump on your competition through its encapsulation of decades of proven green marketing experience combined with current and relevant resources. Read more ... - Park Howell blog, 5 April 2011 - Park Howell

It sounds like it couldn't be simpler. According to Jacquelyn A. Ottman, the five strategies for establishing credibility for sustainable branding and marketing are: 1. Walk your talk. 2. Be transparent. 3. Don't mislead. 4. Enlist the support of third parties. 5. Promote responsible consumption. Don't be fooled. Behind these 16 harmless words lie an array of theories, models, approaches, frameworks, do's and do not's, regulatory imperatives, consumer analytics, trends, surveys, reports, examples, case studies and commentaries on the entire spectrum of presenting your products and services in an environmentally responsible way, and Ottman's book covers as many of them as you can cram into a compact 223 pages of text and references. As someone who, modestly, believes themselves to be above average on environmental awareness and reasonably up-to-date with the world of sustainability, cause marketing and green corporate initiatives, I found The New Rules of Green Marketing refreshingly informative and enlightening, and I enjoyed reading about many examples that I had not come across before, all put together in a well-ordered and logically-flowing volume. The New Rules of Green Marketing is a book you have to read from end to end. It's written in a punchy, fast-paced style and each page is full to the brim of wise guidance, with references to just about any company, I think, that has ever done anything remotely green. ... The book is full of real, accessible and re-applicable examples of what great companies are doing ... ... Her voice on green matters is authoritative and her book is compelling. If you are currently a Drifter or an Unconcerned, be careful, because reading this book might just turn you into one of the 43 million LOHAS consumers who are continuing to expand in number as you read this. Full review - CSRlive Commentary, 23 February 2011 - Elaine Cohen

L'autore

A true pioneer in green marketing, Jacquelyn A. Ottman has been consulting in the arena of green business for over 20 years as the founder and president of J. Ottman Consulting, Inc. Ottman and her team have helped over 60 of the Fortune 500 find competitive advantage by leveraging credible green marketing and eco-innovation strategies. Clients include: 3M, GE,GE, HSBC, Johnson & Johnson, Epson, HSBC, Nike and Samsung. As an advisor to the U.S. government's voluntary eco-labeling programs, Ottman has helped guide the marketing of the U.S. EPA's Energy Star, SmartWay and Design for Environment eco-labels, and is currently assisting in the launch of the USDA's BioBased label. A sought-after speaker at industry conferences and corporate gatherings in North America, South America, Asia, and Europe, she co-chairs both the Sustainable Brands conference, and is a co-founder of the Sustainable Business Committee of the Columbia University Business School Alumni Club of NY where she founded a certificate program in sustainable design. In 2004, Ottman and her colleagues were the principal organizers of the Design:Green educational initiative which was created under an EPA Innovation Grant with the goal of jumpstarting eco-design education in the U.S. Endorsed by the Industrial Designers Society of America, it gave over 4000 practitioners and students a grounding in the principles of eco-design and green marketing via workshops which were held across the country. Today, the initiative continues via an online course that Ms. Ottman created for the Minneapolis College of Art and Design. A former advertising executive on consumer packaged goods businesses at major New York advertising agencies, Ms. Ottman graduated from Smith College and attended the NYU Graduate School of Business. She is the author of the bestselling Green Marketing: Challenges and Opportunities for the New Marketing Age (NTC Business Books, 1993) revised in 1998 as Green Marketing: Opportunity for Innovation. Frequently quoted in major business publications, she blogs at greenmarketing.com/blog.

Dettagli dell?edizione

• Editore: Routledge
• Data di pubblicazione: 2010
• ISBN 10: 190609344X
• ISBN 13: 9781906093440
• Rilegatura: Copertina flessibile
• Lingua: Inglese
• Numero edizione: 1
• Numero di pagine: 272