The New Rules of Green Marketing
Jacquelyn A. Ottman更新时间：2020-04-29 11:30:01
最新章节：THE NEW RULES OF GREEN MARKETING封面
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Foreword
Preface
Acknowledgments
The 20 New Rules of Green Marketing
1 Green is now mainstream
Everyone is worried
Every generation is green
Green behavior: A daily phenomenon
Media turns green
Governments take action
Far-reaching business opportunities
The time for marketers to act is now
Personal rewards too
The New Rules Checklist
2 We are all green consumers
Five shades of green consumers
Segmenting by green interests
Green consumer motives and buying strategies
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3 The new green marketing paradigm
The new green marketing paradigm
The seven strategies for green marketing success
Addressing the New Rules
The New Rules Checklist
4 Designing greener products A life-cycle approach
Consider the entire life-cycle
Strategies for sustainable product design
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5 Innovate for sustainability
Beyond eco-design to eco-innovation
Five strategies for eco-innovation
Addressing the New Rules
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6 Communicating sustainability with impact
Challenges of communicating sustainability
Ottman’s fundamentals of good green marketing
Six strategies of sustainable marketing communication
Addressing the New Rules
Addressing the New Rules
Addressing the New Rules
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7 Establishing credibility and avoiding greenwash
Greenwash!
Five strategies for establishing credibility for sustainable branding and marketing
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8 Partnering for success
The general public
Children
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Employees
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Retailers
Addressing the New Rules
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Suppliers
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Government
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Environmental groups
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9 Two sustainability leaders that superbly address the new rules
Addressing the New Rules
Addressing the New Rules
10 Conclusion
For further information
About the author
Index
THE NEW RULES OF GREEN MARKETING
更新时间：2020-04-29 11:30:01