The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding

Jacquelyn Ottman

Published by Berrett-Koehler Publishers, 2011
ISBN 10: 1605098663 / ISBN 13: 9781605098661
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256 pages. 9.06x5.91x0.79 inches. In Stock. Bookseller Inventory # z-1605098663

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Synopsis: Green products have been around since the 1970s, but it's only in recent years that they've become ubiquitous. That's because savvy green marketers are no longer targeting "deep green" consumers with a "save the planet" pitch. Instead, they're promoting the added value their products provide: better health, superior performance, good taste, or cost-effectiveness. In this innovative book Ottman argues that emphasizing primary benefits -- the New Rules -- is critical to winning over the mainstream consumer.

Drawing on the latest poll data and incorporating lessons learned from her clients and other leading sustainable brands -- including GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter & Gamble, Stonyfield Farm, and Wal-Mart -- Ottman provides practical strategies, tools, and inspiration for building every aspect of a credible value-based green marketing strategy. She covers such topics as spurring innovation through a proactive approach to sustainability, developing products that are green throughout their life cycle, communicating credibly to avoid accusations of "greenwashing," teaming up with stakeholders to maximize outreach to consumers, taking advantage of social media, and much more.

The New Rules of Green Marketing captures the best of Ottman's two previous groundbreaking books on green marketing and places it within a 21st Century context. Focusing on a new generation of marketers who likely grew up with an appreciation for sustainability, it provides in one place essential strategies, tools, and inspiration for connecting effectively with mainstream consumers.

About the Author:
A true pioneer in green marketing, Jacquelyn A. Ottman has been consulting in the arena of green business for over 20 years as the founder and president of J. Ottman Consulting, Inc. Ottman and her team have helped over 60 of the Fortune 500 find competitive advantage by leveraging credible green marketing and eco-innovation strategies. Clients include: 3M, GE,GE, HSBC, Johnson & Johnson, Epson, HSBC, Nike and Samsung. As an advisor to the U.S. government's voluntary eco-labeling programs, Ottman has helped guide the marketing of the U.S. EPA's Energy Star, SmartWay and Design for Environment eco-labels, and is currently assisting in the launch of the USDA's BioBased label. A sought-after speaker at industry conferences and corporate gatherings in North America, South America, Asia, and Europe, she co-chairs both the Sustainable Brands conference, and is a co-founder of the Sustainable Business Committee of the Columbia University Business School Alumni Club of NY where she founded a certificate program in sustainable design.

A former advertising executive on consumer packaged goods businesses at major New York advertising agencies, Ms. Ottman graduated from Smith College and attended the NYU Graduate School of Business.

She is the author of the bestselling Green Marketing: Challenges and Opportunities for the New Marketing Age (NTC Business Books, 1993) revised in 1998 as Green Marketing: Opportunity for Innovation. Frequently quoted in major business publications, she blogs at greenmarketing.com/blog.
Ms. Ottman lives in New York City.

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Title: The New Rules of Green Marketing: Strategies...
Publisher: Berrett-Koehler Publishers
Publication Date: 2011
Binding: Paperback
Book Condition: Brand New

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