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

ISBN-10: 1605098663

ISBN-13: 9781605098661

Edition: 2011

Authors: Jacquelyn Ottman
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Book details

List price: $21.95
Copyright year: 2011
Publisher: Berrett-Koehler Publishers, Incorporated
Publication date: 2/14/2011
Binding: Paperback
Pages: 256
Size: 5.75" wide x 9.00" long x 0.75" tall
Weight: 0.836
Language: English

Jacquelyn Ottman has been consulting in the arena of green business for over 20 years as the president and founder of J. Ottman Consulting. 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, IBM, Nike, Epson, Samsung, HSBC, Avery Dennison, Johnson and Johnson, SCJohnson and ULEnvironment. As an advisor to the U.S. government's voluntary eco-labeling programs, Ottman has helped launch the U.S. EPArsquo;s Energy Star, SmartWay and Design for Environment eco-labels, and is currently assisting in the launch of the USDA's BioBased label.

Foreword
Preface
Acknowledgments
The 20 New Rules of Green Marketing
Green is now mainstream
Everyone is worried
Every generation is green
Green behavior: A daily phenomenon
Media turns green
Governments take action
Far-reaching business opportunities
The time for marketers to act is now
Personal rewards, too
We are all green consumers
Five shades of green consumers
Segmenting by green interest
Green consumer motives and buying strategies
The new green marketing paradigm
The new green marketing paradigm
The seven strategies for green marketing success
Addressing the New Rules: Method
Designing greener products: A life-cycle approach
Consider the entire life-cycle
Strategies for sustainable product design
Innovate for Sustainability
Beyond eco-design to eco-innovation
Five strategies for eco-innovation
Addressing the New Rules: Nissan
Communicating sustainability with impact
Challenges of communicating sustainability
Ottman's fundamentals of good green marketing
Six strategies of sustainable marketing communication
Addressing the New Rules: HSBC
Addressing the New Rules: Toyota
Addressing the New Rules: Tide Coldwater
Establishing credibility and avoiding greenwash
Greenwash!
Five strategies for establishing credibility for sustainable branding and marketing
Partnering for success
The general public
Children
Employees
Retailers
Addressing the New Rules: Energy Star
Suppliers
Government
Environmental groups
Two sustainability leaders that superbly address the new rules
Addressing the New Rules: Timberland
Addressing the New Rules: Starbucks
Conclusion
For further information
Endnotes
About the author
Index
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