The green marketing manifesto. xvi / John Grant

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The green marketing manifesto. xvi / John Grant

Book

Grant, John

Published by John Wiley & Sons. Chichester - 2007

Source : Ebsco collections

Item type: Book
Pages: 304 p.

Publication year: 2007

Note

CONTENTS: SECTION I: BACKGROUND Setting the Scene - A Tipping Point - And Then What? - The Green Consumer Bandwagon of 1989 - The Green Challenges - The Marketing Challenge - The Green Consumer? (Or All Consumers?) - Sustainability - The Backroom Revolution - The Green Marketing Challenge - Green Marketing's Five I's - Endnote: Another Revolution SECTION II: THE GREEN MARKETING GRID Overview A Green - Setting New Standards for Responsible Products, Services, Brands, Companies B Greener - Sharing Responsibility with Customers C Greenest - Shaping a New Culture of Responsibility Through Innovation 1 Public - Company Story, Engagement Campaigns, Futures 2 Social - Identity and Community 3 Personal - Products and Habits A1 Set an Example A2 Credible Partners A3 Market a Benefit B1 Develop the Market B2 Tribal Brands B3 Change Usage C1 New Business Concepts C2 Trojan Horse Ideas C3 Challenging Consuming A: Setting new standards (green) B: Sharing responsibility (greener) C; Supporting innovation (greenest) SECTION III: CONLCUDING THOUGHTS

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