The Green Marketing Manifesto
By:John Grant
Published on 2009-08-11 by John Wiley & Sons
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.
This Book was ranked at 19 by Google Books for keyword the living planet.
Book ID of The Green Marketing Manifesto's Books is 39HrkRPHUQEC, Book which was written byJohn Granthave ETAG "KSctj5A6X9A"
Book which was published by John Wiley & Sons since 2009-08-11 have ISBNs, ISBN 13 Code is 9780470687314 and ISBN 10 Code is 0470687312
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Book which have "320 Pages" is Printed at BOOK under CategoryBusiness and Economics
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