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" The green marketing manifesto / "
John Grant
| Document Type
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BL
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| Record Number
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657818
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| Doc. No
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dltt
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| Main Entry
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Grant, John,1964-
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| Title & Author
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The green marketing manifesto /\ John Grant
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| Publication Statement
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Chichester, England ;Hoboken, NJ :: John Wiley & Sons,, c2007
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| Page. NO
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xvi, 304 pages :: illustrations ;; 22 cm
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| ISBN
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9780470723241
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: 0470723246
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| Bibliographies/Indexes
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Includes bibliographical references (pages [293]-296) and index
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| Contents
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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 -- 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 -- III. Concluding thoughts : Ideas good, image bad :A fresh start for green marketing
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| Subject
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Green marketing
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| Dewey Classification
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658.8/02
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| LC Classification
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HF5413.G722 2007
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