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The Green Marketing Manifesto Hardcover – 2008

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Product details

  • Hardcover: 304 pages
  • Publisher: John Wiley & Sons; 1 edition (2008)
  • Language: English
  • ISBN-10: 0470723246
  • ISBN-13: 978-0470723241
  • Product Dimensions: 13.7 x 2.8 x 21.6 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Bestsellers Rank: 399,027 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

"John Grant′s been so smart and percipient with his new masterwork...useful, readable and clever...out now, just when we need it."  ( Campaign, Friday 23rd November 2007)

"brilliant book...that will forever change the way you look at green marketing."  (psfk.com, Tuesday 27th November 2007)

"outlines how environmentalism increasingly informs business strategy."  (Reuters, Thursday, 29th November 2007) 

"...the book casts new insight into green marketing."  (naturalchoice.co.uk, Tuesday 18th December 2007)

"...thought–provoking reading for more than just marketing professionals."  (CNBC European Business, January 2008)

"Grant is not about greenwash. This is green marketing for real...before you try to think green, read this!" (Admap, February 2008)

a remarkable and timely book that is as thought provoking as it is comprehensive an invaluable guide (The Marketer, March 2008)

a useful step in the right direction..." (Professional Manager, March 2008)

"If ever you′ve got to do a green project, this book should give you some ideas" (The Drum, October 17th 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."  (psfk.com, Tuesday 27th November 2007)

"outlines how environmentalism increasingly informs business strategy."  (Reuters, Thursday, 29th November 2007)

  "...the book casts new insight into green marketing."  (naturalchoice.co.uk, 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 comprehensive an invaluable guide (The Marketer, March 2008)

a useful step in the right direction" (Professional Manager, March 2008)

From the Back Cover

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. The Green Marketing Manifesto provides a roadmap on how to organize green marketing effectively and sustainably, whilst avoiding the bandwagon.

"John Grant has been a great help over the years in thinking about how to position and market the Ecologist magazine. He s one of the few people I have met who understands both green issues and marketing and is able to fuse the two creatively and effectively."
Zac Goldsmith, director of The Ecologist, co–chairman of The Quality of Life Group

"If green is to become truly mainstream, we ll need companies of all sizes and sectors to find their way through the subtleties and complexities of the green marketplace, and John Grant s Green Marketing Manifesto provides an excellent roadmap. It makes a clear and compelling case that green marketing isn t an end unto itself, but rather a potent engine for creating business value through innovation, while fomenting genuine societal change."
Joel Makower, Founder and Executive Editor, GreenBiz.com, and author of Two Steps Forward blog

"This book is essential reading for the growing numbers who are realising that good business can be good business (and that it comes from being good, not looking good)."
Jamie Mitchell, managing director, innocent smoothies

" [a]splendidly provocative and incredibly timely book we need things conserved, shared, reused, recycled, slowed down and treasured at an ever deeper level. And that s what this manifesto is all about!"
Jonathan Porritt (from the foreword), co–founder Forum for the Future and Chairman of the UK


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Customer Reviews

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Most Helpful Customer Reviews

9 of 9 people found the following review helpful By Nicholas Hardy on 21 Nov. 2007
Format: Hardcover
I read this book with trepidation, thinking, OK I'll see if this is just more hyberbole about 'green mania' and, to my relief, I found an excellent, well-balanced presentation of a really simple idea about how marketers are in a truly key position to make a difference in this world. As communication experts, marketers are in a place where they can really influence, and hopefully change the way we, the consumer, behave. What is so refreshing about this book is that it immediately quashes any idea of 'green-washing' and 'jumping on the green bandwagon'. Instead, the author is very honest about the difficulties of changing consumer perception and behaviour, and offers ideas for ways forward.

The key message to take away from this book is that we should not be trying to force a 'green revolution' per se, but that we should be moving consumers towards being 'green' as a matter of course - green should become the normal way we behave rather than something we have to make an effort at.

Not only is this an extremely thought provoking book, it is hugely engaging. You will find yourself both nodding knowingly as you read it and also thinking, 'yes, that is a really good idea'.
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4 of 4 people found the following review helpful By Peter Shield VINE VOICE on 17 Dec. 2007
Format: Hardcover
John Grant, ex of St. Lukes the ethical advertising agency, is one of the most proflic writers on new marketing trends. He also happens to be very environmentally aware in his outlook. The book tackles the main greenwash versus genuinely green marketing issues as well as giving important tips on telling the difference. The key point is that green marketing is making green things normal, not normal things green. This is a crucial point so often missed by marketers jumping on the green band wagon. A classic example would be the Flybe's `ecolabelling' which apart from the utterly ridiculousness of their claims added insult to injury by claiming that extra leg room was somehow `eco'. All marketing campaigns naturally have a commercial aspect, companies wouldn't do marketing if the net result was not a profit positive one, a green campaign should also have a green outcome, ie replacing an energy intensive product with a carbon neutral one but Grant a truly green marketing campaign is one that does not make a minor difference but one which creates a real step change in culture. A good example would be the way that cruelty free cosmetics from the Body Shop placed animal testing on the agenda of all cosmetic companies, and lead to a huge cleaning up, though not eradication, of this practice. This book has some internal conflicts, for the green approach when faced with choices is really whether to cut or switch. For green marketing the objective is to switch from one product to another rather than decide to do without at all. However overall the book casts new insight into green marketing. The book works well with Chris Anderson's The Long Tail on micro niches in demographics.
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2 of 2 people found the following review helpful By Doly on 6 Nov. 2012
Format: Hardcover
The green marketing manifesto is clearly oriented towards people doing marketing for big companies. I didn't find a lot there that would be of use for small and medium companies, and it wasn't oriented towards nonprofits either. Still, there were a few key ideas in the book that would be useful for anyone, whether profit-making or nonprofit, and of any size.

The first one is a central idea of the book that everybody should learn and keep in mind. What's the difference between greenwashing and green marketing? Greenwashing is making normal things look green. Green marketing is making green things look normal.

Another interesting idea was going beyond simply marketing green things, and doing marketing campaigns that try to change people's behaviour and even their cultural references. If you think that a small company can't possibly try to change culture, you should talk with some very small companies in the music business. Cultural change is part of their job description.

The rest of the review is here: [...]
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Format: Hardcover Verified Purchase
I really enjoyed this book. It went from climate change denial to organisations that are setting new standards, creating new markets, challenging consumers' habits and gaining a competitive advantage as a result.

John gives a very human account of successful ways for business to engage and innovate with sustainability issues which come from his own experiences of consulting with companies like IKEA, innocent drinks, Levis, The Ecologist and others. He gives some very interesting examples and discussion e.g. M&S, Eurostar, E-bay to GE.

One of my favourite examples was Innocent Drinks, who used a promotion of bottles of juice with bobble hats on to promote a campaign for Age concern, 50p of the price of the drink went to charity - so not an insignificant amount.

John explains a framework that shows the level of maturity, variety of approaches and types of engagement businesses can adopt. He discusses and offers advice to the dual challenges of the importance of creativity, innovation, and imagination to create something radically better, and then making it feel intuitive and easy to adopt.

I would definitely recommend this work to any business people interested in how to engage with sustainability issues or charities. I would definitely also recommend this book to environmentalist or charities who would like to better understand business and the sorts of approaches possible.
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