Leseprobe
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The Green Marketing Manifesto
John Grant
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Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing
Beschreibung
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.
Rezensionen
"John Grant's been so smart and percipient with his new masterwork...useful, readable and clever...out now, just when we need it."
"brilliant book...that will forever change the way you look at green marketing."
"outlines how environmentalism increasingly informs business strategy."
"...the book casts new insight into green marketing."
"...thought-provoking reading for more than just marketing professionals."
"Grant is not about greenwash. This is green marketing for real...before you try to think green, read this!"
"...a remarkable and timely book that is as thought provoking as it is comprehensive...an invaluable guide..."
"...a useful step in the right direction..."
"If ever you've got to do a green project, this book should give you some ideas"
Kundenbewertungen
Business & Management, Marketing / Management, Marketing Management, Wirtschaft u. Management, Marketing