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    The green marketing manifesto / John Grant.

    • Title:The green marketing manifesto / John Grant.
    •    
    • Author/Creator:Grant, John, 1964-
    • Published/Created:Chichester, England ; Hoboken, NJ : John Wiley & Sons, ©2007.
    • Holdings

       
    • Library of Congress Subjects:Green marketing.
    • Description:xvi, 304 p. : ill. ; 22 cm.
    • Notes:Includes bibliographical references (pages [293]-296) and index.
    • ISBN:9780470723241
      0470723246
    • Contents:Sect. I. Background
      Setting the Scene
      Tipping Point - And Then What?
      Green Consumer Bandwagon of 1989
      Green Challenges
      Marketing Challenge
      Green Consumer? (Or All Consumers?)
      Sustainability - The Backroom Revolution
      Green Marketing Challenge
      Green Marketing's Five I's
      Endnote: Another Revolution
      Sect. II. Green Marketing Grid
      Overview
      A. Green - Setting New Standards for Responsible Products, Services, Brands, Companies
      B. Greener - Sharing Responsibility with Customers
      C. 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)
      B1. Develop the Market
      B2. Social/Tribal Brands
      B3. Change Usage
      C. Supporting Innovation (Greenest)
      C1. New Business Concepts
      C2. Trojan Horse Ideas
      C3. Challenging Consuming
      Sect. III. Concluding Thoughts
      Ideas Good, Image Bad
      Fresh Start for Green Marketing.
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