Holdings Information
The green marketing manifesto / John Grant.
Bibliographic Record Display
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Title:The green marketing manifesto / John Grant.
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Author/Creator:Grant, John, 1964-
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Published/Created:Chichester, England ; Hoboken, NJ : John Wiley & Sons, ©2007.
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Holdings
Holdings Record Display
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Location:DAVID LAM LIBRARY stacksWhere is this?
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Call Number: HF5413 .G722 2007
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Number of Items:1
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Status:Available
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Location:DAVID LAM LIBRARY stacksWhere is this?
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Library of Congress Subjects:Green marketing.
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Description:xvi, 304 p. : ill. ; 22 cm.
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Notes:Includes bibliographical references (pages [293]-296) and index.
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ISBN:9780470723241
0470723246
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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.