更新时间：2020-04-29 11:30:01
封面
版权信息
Other
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Foreword
Preface
Acknowledgments
The 20 New Rules of Green Marketing
1 Green is now mainstream
Everyone is worried
Every generation is green
Green behavior: A daily phenomenon
Media turns green
Governments take action
Far-reaching business opportunities
The time for marketers to act is now
Personal rewards too
The New Rules Checklist
2 We are all green consumers
Five shades of green consumers
Segmenting by green interests
Green consumer motives and buying strategies
3 The new green marketing paradigm
The new green marketing paradigm
The seven strategies for green marketing success
Addressing the New Rules
4 Designing greener products A life-cycle approach
Consider the entire life-cycle
Strategies for sustainable product design
5 Innovate for sustainability
Beyond eco-design to eco-innovation
Five strategies for eco-innovation
6 Communicating sustainability with impact
Challenges of communicating sustainability
Ottman’s fundamentals of good green marketing
Six strategies of sustainable marketing communication
7 Establishing credibility and avoiding greenwash
Greenwash!
Five strategies for establishing credibility for sustainable branding and marketing
8 Partnering for success
The general public
Children
Employees
Retailers
Suppliers
Government
Environmental groups
9 Two sustainability leaders that superbly address the new rules
10 Conclusion
For further information
About the author
Index
THE NEW RULES OF GREEN MARKETING
