| Description |
xvi, 304 pages : illustrations ; 22 cm |
| Bibliography |
Includes bibliographical references (pages [293]-296) and index. |
| Contents |
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. |
| Subject |
Green marketing.
|
| ISBN |
9780470723241 |
|
0470723246 |
|
