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• Title:Strategies for the green economy : opportunities and challenges in the new world of business / Joel Makower ; with exclusive market research by Cara Pike.
  
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• Author/Creator:Makower, Joel, 1952-
  
• Other Contributors/Collections:Pike, Cara.
  
• Published/Created:New York : McGraw-Hill, ©2009.
  

• Holdings

  Holdings Record Display

  • Location:DAVID LAM LIBRARY stacksWhere is this?
    
  • Call Number: HF5413 .M35 2009
    
  • Number of Items:1
    
  • Status:Available
    

   
• Library of Congress Subjects:Green marketing.
  Green products.
  
• Description:xvii, 290 p. : ill. ; 24 cm.
  
• Notes:Includes bibliographical references and index.
  
• ISBN:0071600302 (cloth : alk. paper)
  9780071600309 (cloth : alk. paper)
  
• Contents:Pt. 1. How Did We Get Here?
  Ch. 1. Oat Branning of Green
  Ch. 2. From a Movement to a Market
  Ch. 3. Twenty-First Century Green
  Ch. 4. Dysfunctional Conversation
  Ch. 5. What's a Green Business?
  Ch. 6. Do Consumers Really Care?
  Ch. 7. Green in Spite of Ourselves
  Pt. 2. What Does It Mean to Be Green?
  Ch. 8. Many Shades of Green Consumers
  Ch. 9. "I'm Concerned About the Environment"
  Ch. 10. Witts, Yoyos, and Why Consumers Don't Go Green
  Ch. 11. "Greenwasher" in All of Us
  Ch. 12. Eco-Literacy and Our Nature-Deficit Disorder
  Ch. 13. What's in It for Me?
  Pt. 3. How Good Is "Good Enough"?
  Ch. 14. Lowdown on Labels
  Ch. 15. Rise of Ratings
  Ch. 16. Context Is King
  Ch. 17. Coke, Levi's, and the Tyranny of Brand Leadership
  Ch. 18. How Starbucks Met Its "Challenge"
  Ch. 19. Clean Energy: It's Not Just the Environment, Stupid!
  Ch. 20. Tale of Two Circles
  Ch. 21. Three Keys to "Good Enough"
  Pt. 4. From Here to Sustainability
  Ch. 22. Green Up Or Green Out?
  Ch. 23. Green Retail Revolution
  Ch. 24. Game-Changing Entrepreneurs
  Ch. 25. New "Energy Companies"
  Ch. 26. Changing the Conversation at GM
  Ch. 27. How Many Green Marketers Does It Take to Screw in a Light Bulb?
  Ch. 28. "Greenmuting" Paradox
  Ch. 29. You Gotta Have Cred
  Ch. 30. PR and the Many Shades of "Greenwash"
  Ch. 31. Polar Bears, Tree Frogs, and Blueberries
  Ch. 32. Power of Pooling and Collaboration
  Pt. 5. How Good Is "Sufficient"?
  Ch. 33. Bhags of Climate Change
  Ch. 34. Selling of Climate Change
  Ch. 35. "Small-Mart" Economy
  Ch. 36. Elephant in the (Well-Appointed) Living Room
  Ch. 37. Patagonia Versus the Laws of Nature
  Epilogue: Hockey Sticks and Tipping Points
  App. Ecological Roadmap - Earthjustice Findings on Environmental Values by Cara Pike.