The Green Marketing Manifesto

Business & Finance, Marketing & Sales
Cover of the book The Green Marketing Manifesto by John Grant, Wiley
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: John Grant ISBN: 9780470687314
Publisher: Wiley Publication: August 11, 2009
Imprint: Wiley Language: English
Author: John Grant
ISBN: 9780470687314
Publisher: Wiley
Publication: August 11, 2009
Imprint: Wiley
Language: English

We are currently eating, sleeping and breathing a new found religion of everything ‘green’. At the very heart of responsibility is industry and commerce, with everyone now racing to create their ‘environmental’ business strategy. In line with this awareness, there is much discussion about the ‘green marketing opportunity’ as a means of jumping on this bandwagon.

We need to find a sustainable marketing that actually delivers on green objectives, not green theming. Marketers need to give up the many strategies and approaches that made sense in pure commercial terms but which are unsustainable. True green marketing must go beyond the ad models where everything is another excuse to make a brand look good; we need a green marketing that does good.

The Green Marketing Manifesto provides a roadmap on how to organize green marketing effectively and sustainably. It offers a fresh start for green marketing, one that provides a practical and ingenious approach. The book offers many examples from companies and brands who are making headway in this difficult arena, such as Marks & Spencer, Sky, Virgin, Toyota, Tesco, O2 to give an indication of the potential of this route. John Grant creates a ‘Green Matrix’ as a tool for examining current practice and the practice that the future needs to embrace. This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful green marketing. Includes a foreword by Jonathon Porritt.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

We are currently eating, sleeping and breathing a new found religion of everything ‘green’. At the very heart of responsibility is industry and commerce, with everyone now racing to create their ‘environmental’ business strategy. In line with this awareness, there is much discussion about the ‘green marketing opportunity’ as a means of jumping on this bandwagon.

We need to find a sustainable marketing that actually delivers on green objectives, not green theming. Marketers need to give up the many strategies and approaches that made sense in pure commercial terms but which are unsustainable. True green marketing must go beyond the ad models where everything is another excuse to make a brand look good; we need a green marketing that does good.

The Green Marketing Manifesto provides a roadmap on how to organize green marketing effectively and sustainably. It offers a fresh start for green marketing, one that provides a practical and ingenious approach. The book offers many examples from companies and brands who are making headway in this difficult arena, such as Marks & Spencer, Sky, Virgin, Toyota, Tesco, O2 to give an indication of the potential of this route. John Grant creates a ‘Green Matrix’ as a tool for examining current practice and the practice that the future needs to embrace. This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful green marketing. Includes a foreword by Jonathon Porritt.

More books from Wiley

Cover of the book Bio-pigmentation and Biotechnological Implementations by John Grant
Cover of the book GED Mathematical Reasoning Test For Dummies by John Grant
Cover of the book Multiple Biological Sequence Alignment by John Grant
Cover of the book Privacy by John Grant
Cover of the book Discourse Readjustment(s) in Contemporary English by John Grant
Cover of the book Contemplative Practices in Higher Education by John Grant
Cover of the book Class by John Grant
Cover of the book Self Managed Superannuation Funds by John Grant
Cover of the book Diseases and Conditions in Dentistry by John Grant
Cover of the book Reckoning to Revival by John Grant
Cover of the book Investment Manager Analysis by John Grant
Cover of the book Who is Charlie?: Xenophobia and the New Middle Class by John Grant
Cover of the book The Facebook Guide to Small Business Marketing by John Grant
Cover of the book Using Commercial Contracts by John Grant
Cover of the book Heating, Cooling, Lighting by John Grant
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy