000			03053cam a2200361Ia 4500
001			ocn696032691
003			OCoLC
005			20251028093236.0
008			100819s2011 enka b 001 0 eng d
035			_a(Sirsi) i9781605098661
040			_aSzZUIDS _beng _cCHVBK _dWIQ _dOUP _dVP@ _dOCLCQ _dXII _dYDXCP _dNLGGC _dIUP _dLMR _dREB _dMNM _dBDX _dZCU _dFDA _dZWZ _dVLB _dTTU _dVF$
019			_a657045612
020			_a9781605098661 (Berrett-Koehler)
020			_a1605098663 (Berrett-Koehler)
020			_a9781906093440 (Greenleaf)
020			_a190609344X (Greenleaf)
035			_a(OCoLC)696032691 _z(OCoLC)657045612
050		4	_aHF 5413 _b.O78 2011
049			_aVF$A
100	1		_aOttman, Jacquelyn A.
245	1	4	_aThe new rules of green marketing : _bstrategies, tools, and inspiration for sustainable branding / _cJacquelyn A. Ottman.
260			_aSheffield [England] : _bGreenleaf Publishing ; _aSan Francisco, Calif. : _bBerrett-Koehler, _cc2011.
300			_axx, 252 p. : _bill. ; _c23 cm.
490	1		_aBK business book
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 sustainability marketing has become a critical organizational capacity and how they themselves can adopt this approach. Drawing on the latest data from leading researchers and reflecting on learnings from her corporate clients and other pioneers-including GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter & Gamble, Stonyfield Farm, and Wal-Mart-Ottman provides practical strategies, tools, and inspiration for building every aspect of a credible value-based green marketing strategy. She covers using a proactive approach to sustainability to spur innovation, developing products that are green throughout their life cycle, communicating credibly to avoid accusations of "greenwashing", teaming up with stakeholders to maximize outreach to consumers, taking advantage of social media, and much more.
504			_aIncludes bibliographical references (p. 221-240) and index.
505	0	0	_tGreen is now mainstream -- _tWe are all green consumers -- _gThe _tnew green marketing paradigm -- _tDesigning greener products : a life-cycle approach -- _tInnovate for sustainability -- _tCommunicating sustainability with impact -- _tEstablishing credibility and avoiding greenwash -- _tPartnering for success -- _tTwo sustainability leaders that superbly address the new rules.
650		0	_aGreen marketing.
650	1	7	_aMarketing _2gtt
830		0	_aBK business book.
994			_aC0 _bVF$
999			_c131857 _d131857