The New Rules of Green Marketing
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The 800-pound gorilla in the room around all sustainability issues is the wealthy northern consumer; that is: you and me. Our purchasing decisions, from the cars we buy to the energy we use or do not use, drives the global economy and sets norms that shape emerging consumerism in the developing world. As one of the true pioneers of green marketing, Jacquelyn Ottman has been witness to the sea change in how savvy companies are learning to connect with, harness, and gradually shape the growing concerns and shifting priorities of a new, more responsible consumerism. Her practical advice will come as a welcome antidote for confused marketers trying to navigate between idealism that does not sell and salesmanship that has no credibility. This book will provide an invaluable guide to businesses that seek to lead and prosper in the changing times we are now living. --Peter Senge, MIT and SoL; author, The Fifth Discipline and (co-author) The Necessary Revolution
Jacquie Ottman was one of the first to open up our consciousness for going green in her earlier book. Now she can demonstrate the strong payoffs to all of us consumers, producers, retailers by going green. Hurrah for this book showing how going green pays off in delivering a triple bottom line profits, people, and planet. --Philip Kotler, S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern University
Its perhaps not surprising as Jacquie has been pioneering green marketing for over 20 years that at the very moment it has finally gone mainstream (with Unilever, Wal-Mart, GE, Nokia, IKEA and others embracing sustainability as core strategy) she has written the definitive book on the subject. People will be referring to these 20 rules for at least the next 20 years. --John Grant, author of The Green Marketing Manifesto and Co-opportunity
Jacquie Ottman was one of the first to open up our consciousness for going green in her earlier book. Now she can demonstrate the strong payoffs to all of us consumers, producers, retailers by going green. Hurrah for this book showing how going green pays off in delivering a triple bottom line profits, people, and planet. --Philip Kotler, S.C. Johnson & Son Professor of International Marketing, Kellogg School of Management, Northwestern University
Its perhaps not surprising as Jacquie has been pioneering green marketing for over 20 years that at the very moment it has finally gone mainstream (with Unilever, Wal-Mart, GE, Nokia, IKEA and others embracing sustainability as core strategy) she has written the definitive book on the subject. People will be referring to these 20 rules for at least the next 20 years. --John Grant, author of The Green Marketing Manifesto and Co-opportunity
Product Description
For too long, marketers of sustainable goods and services have targeted deep green consumers to promote their products -- and they have little to show for their efforts. In this innovative book, Jacquelyn Ottman shows how the green market has moved beyond such niche marketing, and how marketers will find greater success promoting the inherent superior value of their offerings. Greener products are now available within every industry and are a part of our everyday lives. But they didn't get to be so ubiquitous just because they are better for the planet. Whether they were promoted as such or not, sales of green products have grown so fast because of the added value they provide: health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits -- the new rules -- is critical to winning over the mainstream consumer and to driving overall organizational growth. The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity, and how readers can adopt this approach in their own organizations. Illustrated by examples from both international mainstream and the more niche deep green leaders who are showing everyone else the way, the book provides practical strategies, tools and inspiration for building every aspect of a credible value-based green marketing strategy, including: * How to use a proactive approach to sustainability to spur innovation * How to frame environment-related benefits with relevance to mainstream brands * How to communicate with credibility and impact -- and avoid greenwashing * How to team up with stakeholders to maximize outreach to consumers * How to use a life cycle orientation to ensure the integrity of one's offerings * How to best take advantage of recent technological advances in social media Drawing on the latest data from leading researchers and reflecting on learning's from Ottman's corporate clients and other pioneers including GE, Nike, HSBC, Method, Starbucks, Timberland, HP, NatureWorks, Philips, Procter & Gamble, Stonyfield Farm and Wal-Mart, this book shows how market leaders are edging out the competition using effective value-first marketing strategies. This book captures the best of the author's previous groundbreaking books on green marketing and takes the content into the 21st century. Whereas earlier works focused on readers who were less familiar with green initiatives, this work squarely focuses on a new generation of marketers who likely themselves grew up with an appreciation of sustainability and who want and need to know how to connect effectively with mainstream consumers.
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1 of 1 people found the following review helpful
Format:Paperback
Green marketing expert Jacquelyn A. Ottman states her case plainly: Consumers have gone green, and sustainability is the vital new commercial and political watchword. As a result, environmental responsibility and sustainable product development are becoming the default commercial standards. Ottman explains how to create environmentally oriented marketing that can bring success and profitability. Her marketing views are solid; many consumers have gotten the green message and shop conscientiously for green products. getAbstract recommends this useful, forward-thinking manual to help you promote your sustainable products and services.
1 of 1 people found the following review helpful
Format:Paperback
Excellent book - great for marketers who want to learn more about green marketing and gain some fresh ideas and inspiration but it is an American book with lots of American examples. I would have liked to see more examples from the UK and Europe - and even the far east. There is a need to see this issue from a global perspective.
Format:Paperback
An excellent book on the subject of green marketing. Well informed, well balanced and thought provoking. A must read (along with Ethical Marketing & The New Consumer and the Green Manifesto) for all marketing gurus, marketing directors and students of marketing. Theses are THE top three books that will tell you all you need to know.
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