| Description |
xviii, 188 pages : illustrations ; 24 cm |
| Contents |
Ch. 1. Why Today's Marketers Must Go Green. The Age of the Green Consumer. Green: The New Value Added. Opportunities Await. The Time to Proceed Is Now. Personal Rewards, Too -- Ch. 2. Environmental Consumerism: Enduring Trend, Major Opportunity. Baby Boomers in the Lead. New Purchasing Ethic Emerging. The Green Consumer Is Your Best Consumer. The Many Shades of Green. Green Consumer Psychology and Buying Strategies -- Ch. 3. The Challenges of Environmental Marketing. Why Conventional Marketing Won't Work. The Five Challenges of Green. The Ultimate Challenge: Organizing For Green Success -- Ch. 4. Enlisting the Support of Environmental Stakeholders. The Environmental Stakeholders. The Consumer as Stakeholder. Children as Stakeholders. Government Stakeholders. Environmental Group Stakeholders. Media Stakeholders. Retailer Stakeholders -- Ch. 5. How to Develop Greener Products That Consumers Will Like -- and Buy. Need for a Thorough Approach. Green Product Development Issues. Take the High Road. Strategies for Success -- Ch. 6. How to Communicate with Credibility and Impact. Empower People. Make It Personal. Acknowledge the Differences That Exist in Environmental Commitment of Consumers. Be Upbeat and Positive. Educate. Provide Performance Reassurance. Establish Credibility and Avoid the Backlash -- Ch. 7. Putting It All Together. Church & Dwight: Green on the Inside as Well as the Outside. Tom's of Maine: Where Corporate Social Responsibility Is a Way of Life. Ten Winning Strategies for Succeeding in the Age of Environmental Consumerism -- Epilogue: Preempting the Future. Methods. How to Get a Jump on the Future. A Final Word -- Business Resources -- Consumer Resources |
| Summary |
"Green Marketing is a landmark book on a subject critical to marketing success in today's world - the impact of environmental issues on the ways consumers choose, buy, and use products and services." "This book establishes environmental marketing as the wave of the future. It demonstrates clearly how businesses that take the lead now, while industry standards and consumer expectations are still forming, will gain a competitive edge in the fast-developing market for "green" products." "Jacquelyn Ottman, a leading expert on environmental marketing, first introduces a new and growing breed of consumers. Thee are environmentally aware, conscious of health and social issues impacted by industry, and ready to act - through the power of their purchasing decisions - to protect the quality of their lives. Next, this book explains why conventional marketing strategies are losing their ability to influence these customers and introduces new strategies that respond to the green challenge. Frequent case histories, examples, and illustrations testify to the successes of companies that have overcome obstacles and seized opportunities to become leaders in the market for safe, environmentally sound, socially responsible products - Church & Dwight, The Body Shop, Tom's of Maine, McDonald's, Procter & Gamble, 3M, and many others." "Informative, persuasive, and a rich source of ideas and practical help, this book will give marketers and businesses a jump on the future to benefit from this important and fast-emerging consumer trend."--BOOK JACKET |
| Analysis |
Green marketing |
| Notes |
"Challenges & opportunities for the new marketing age"--Spine |
| Bibliography |
Includes bibliographical references (pages 173-175) and index |
| Subject |
Green marketing.
|
|
Social responsibility of business.
|
| LC no. |
92009423 |
| ISBN |
0844232505 (recycled paper) |
|
0844232904 |
|
