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The Green Marketing Manifesto

The Green Marketing Manifesto

Author: J. Grant
$37.95 (AUD)  inc GST
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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.

Winner of British Book Design & Production Award: Environmental 2008.
"John Grant's been so smart and percipient with his new masterwork...useful, readable and clever..." (Campaign, Friday 23rd November 2007) "brilliant book...that will forever change the way you look at green marketing." (, Tuesday 27th November 2007) "outlines how environmentalism increasingly informs business strategy." (Reuters, Thursday, 29th November 2007) "...the book casts new insight into green marketing." (, Tuesday 18th December 2007) "Grant is not about greenwash. This is green marketing for real...before you try to think green, read this!" (Admap, February 2008) "...thought-provoking reading for more than just marketing professionals." (CNBC European Business, January 2008) "...a remarkable and timely book that is as thought provoking as it is invaluable guide..." (The Marketer, March 2008) "...a useful step in the right direction" (Professional Manager, March 2008)
Table of contents

Foreword.Acknowledgements.Introduction.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).A1: Set an Example.A2: Credible Partners .A3: Market a Benefit.B: Sharing Responsibility (Greener).B1: Develop the Market.B2: Social/Tribal Brands.B3: Change Usage.C: Supporting Innovation (Greenest).C1: New Business Concepts.C2: Trojan Horse Ideas.C3: Challenging Consuming .Section III CONCLUDING THOUGHTS.Ideas Good, Image Bad.A Fresh Start for Green Marketing.References.Index.

Stock Information

General Fields

  • : 9780470723241
  • : Little Simon
  • : September 2007
  • : 219mm X 141mm X 28mm
  • : books

Special Fields

  • : 320
  • : J. Grant
  • : Illustrations
  • : Hardback
  • : 208