LEADER 01583pam 2200169 a 4500
001 939093
005 20190426092822.0
008 190514s2011 enka g b 001 0 eng d
020 $a9781605098661 (pbk.) :$cNT$768
040 $aTWTNM$beng$dTWTNM
050 4$aHF5413$b.O78 2011
082 04$a658.802$222
100 1 $aOttman, Jacquelyn A.
245 14$aThe new rules of green marketing :$bstrategies, tools, and inspiration for sustainable branding /$cJacquelyn A. Ottman.
260 $aSheffield [England] :$bGreenleaf Publishing ;$aSan Francisco, Calif. :$c[2011].$bBerrett-Koehler,
300 $axx, 252 p. :$bill. ;$c23 cm.
504 $aIncludes bibliographical references (pages 221-240) and index.
505 0 $aGreen 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.
520 3 $aGreen products have been around since the 1970s, but it's only in recent years that they've become ubiquitous. It's not because consumers suddenly prize sustainability above all. It's because savvy green marketers are no longer trying to sell the earth--Instead they're promoting the value their products provide: better health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits-- the new rules--is critical to winning over the mainstream consumer. The New Rules of Green Marketing helps readers understand why value-based sustainabil.
650 0$aGreen marketing.