LEADER 03463nam 2200529 450 001 9910677532203321 005 20230721024147.0 010 $a1-119-20625-1 010 $a0-470-68731-2 035 $a(CKB)2430000000036660 035 $a(EBL)565148 035 $a(OCoLC)811492868 035 $a(SSID)ssj0000380368 035 $a(PQKBManifestationID)12145044 035 $a(PQKBTitleCode)TC0000380368 035 $a(PQKBWorkID)10372087 035 $a(PQKB)10628100 035 $a(MiAaPQ)EBC565148 035 $a(EXLCZ)992430000000036660 100 $a20160413h20072007 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 14$aThe green marketing manifesto /$fJohn Grant 210 1$aChichester, England :$cJohn Wiley & Sons, Ltd,$d2007. 210 4$dİ2007 215 $a1 online resource (298 p.) 300 $aDescription based upon print version of record. 311 $a0-470-72324-6 320 $aIncludes bibliographical references and index. 327 $aTitle Page; Copyright Page; Foreword; Acknowledgements; About the Author; Introduction; SECTION 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; SECTION II - The Green Marketing Grid; Overview; A. Green - Setting New Standards for Responsible Products, Services, Brands, Companies 327 $aB. Greener - Sharing Responsibility with CustomersC. 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) 327 $aB1: Develop the MarketB2: Social/Tribal Brands; B3: Change Usage; C: Supporting Innovation (Greenest); C1: New Business Concepts; C2: Trojan Horse Ideas; C3: Challenging Consuming; SECTION III - Concluding Thoughts; Ideas Good, Image Bad; A Fresh Start for Green Marketing; References; Index 330 $aWe 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. 606 $aGreen marketing 615 0$aGreen marketing. 676 $a658.802 700 $aGrant$b John$f1964-$0772704 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910677532203321 996 $aThe green marketing manifesto$93061628 997 $aUNINA