The New Rules of Green Marketing

The New Rules of Green Marketing

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Ottman, Jacquelyn A. Berrett-Koehler Publishers, Inc., 2011 Audio summary available
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IN THIS SUMMARY

In The New Rules of Green Marketing, Jacquelyn A. Ottman presents the new rules for mastering the marketing of ecologically-responsible consumer goods, as well as real-world examples that illustrate the “do’s and don’ts” of green marketing. Drawing on the latest data from leading researchers, as well as experiences gleaned from corporations such as GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter & Gamble, Stonyfield Farm, and Wal-Mart, Ottman provides practical strategies, tools, and information for understanding the desires of green consumers and the techniques for building a successful green marketing strategy.