Green Marketing: Opportunity for Innovation, 2nd Edition - Softcover

Ottman, Jacquelyn A.

Softcover

ISBN 10: 1594570787 ISBN 13: 9781594570780

Publisher: BookSurge Publishing, 2004

Synopsis

Hailed as “definitive text on the subject” by the American Marketing Association, this groundbreaking book written by the pioneer in green marketing will tell you what you need to know to develop and market products to the growing legions of environmentally conscious consumers.

About this title

From the Back Cover:

A leading expert in environmental marketing, Jacquelyn Ottman describes the changes that have taken place since the first edition of her book, analyzes the strategies that successful marketers have used, and points the direction to the future. All of this is done in an easy-to-read style punctuated by dozens of real-world examples. The author first describes and analyzes the breadth and depth of environmentalism as a core societal value and how marketers have responded and profited. She then defines the different kinds of green consumers and the range of their concerns and buying motivations. Next she describes the new marketing paradigm and the seven strategies that have brought success to many companies. She then turns to specific tactics, including advice on how to create new products, how to identify and capitalize on opportunities to innovate, and how to communicate effectively. She then describes how to ally with various societal stakeholders to enhance impact and how to incorporate environmental values into and throughout one's organization. She concludes with two in-depth case studies of companies that have incorporated all of these approaches successfully. Informative, persuasive, and a rich source of ideas and practical help, this new edition of Green Marketing gives marketers and businesses the guidance to innovate and benefit from this essential part of marketing.

About the Author:

Jacquie's latest book is now available for pre-order! Check out The New Rules of Green Marketing

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Jacquelyn A. Ottman is the author of The New Rules of Green Marketing, 2010, Green Marketing: Opportunity for Innovation, 1998, and Green Marketing: Challenges & Opportunities for the New Marketing Age, 1993. She blogs at greenmarketing.com/blog

A true pioneer in green marketing, Ottman 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, 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.

Ms. Ottman lives in New York City.

About this edition

• Publisher: BookSurge Publishing
• Publication date: 2004
• ISBN 10: 1594570787
• ISBN 13: 9781594570780
• Binding: Paperback
• Edition number: 2
• Number of pages: 270