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The Green Marketing Manifesto [Hardcover]

Jonathon Porritt , John Grant
4.5 out of 5 stars  See all reviews (11 customer reviews)
RRP: £16.99
Price: £13.59 & FREE Delivery in the UK. Details
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Book Description

2008
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.

Frequently Bought Together

The Green Marketing Manifesto + Ethical Marketing and the New Consumer: Marketing in the New Ethical Economy + Green to Gold: How Smart Companies Use Environmental Strategy to Innovate, Create Value, and Build Competitive Advantage
Price For All Three: £37.05

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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: 22 x 14 x 3 cm
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Bestsellers Rank: 429,450 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

4.5 out of 5 stars
4.5 out of 5 stars
Most Helpful Customer Reviews
9 of 9 people found the following review helpful
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
4.0 out of 5 stars Great little read for marketeers 17 Dec 2007
By Peter Shield VINE VOICE
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
3.0 out of 5 stars Interesting, but not entirely practical 6 Nov 2012
By Doly
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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By Rolf Dobelli TOP 500 REVIEWER
Format:Hardcover
Hype won't do any longer; when people buy "green" they want to know they're making a real contribution to solving global environmental problems. Although consumers no longer buy the message of unbridled consumption, the goals of marketing and sustainability don't have to conflict. John Grant recreates the field of marketing for the new "green" era with ingenuity and verve. Through varied examples, he analyzes what works and why, and leaves readers with a meaningful set of tools for thinking about their own projects. getAbstract recommends this book as a provocative approach to the future of marketing in a society where sustainability matters.
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4.0 out of 5 stars Green with envy 7 Dec 2007
Format:Hardcover|Verified Purchase
As a green marketing specialist, this is one of those books you wish you'd had time to write. It's a great read and thought provoking. The green marketing, and the bigger ethical marketing arena, is changing so rapidly that it's hard to write any rules but this offers great guidance and a roadmap with clear and practical advice. The Green Matrix' is a useful tool for examining current practice and the practice that the future needs to embrace.
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5.0 out of 5 stars An important book 5 Dec 2007
Format:Hardcover
John Grant's latest book is both a timely and important read. It deals with the role marketers and brands can play in making green normal behavior. It gives a straightforward model of thinking (a 3 x 3 grid) about the role brands and marketing can play, and how to avoid the pitfalls of greenwashing. A provocative read, packed full of examples, to make you think.
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