The Green Marketing Manifesto - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The Green Marketing Manifesto write by John Grant. This book was released on 2009-08-11. The Green Marketing Manifesto available in PDF, EPUB and Kindle. We are currently eating, sleeping and breathing a new found religion of everything ‘green’. At the very heart of responsibility is industry and commerce, with everyone now racing to create their ‘environmental’ business strategy. In line with this awareness, there is much discussion about the ‘green marketing opportunity’ as a means of jumping on this bandwagon. We need to find a sustainable marketing that actually delivers on green objectives, not green theming. Marketers need to give up the many strategies and approaches that made sense in pure commercial terms but which are unsustainable. True green marketing must go beyond the ad models where everything is another excuse to make a brand look good; we need a green marketing that does good. The Green Marketing Manifesto provides a roadmap on how to organize green marketing effectively and sustainably. It offers a fresh start for green marketing, one that provides a practical and ingenious approach. The book offers many examples from companies and brands who are making headway in this difficult arena, such as Marks & Spencer, Sky, Virgin, Toyota, Tesco, O2 to give an indication of the potential of this route. John Grant creates a ‘Green Matrix’ as a tool for examining current practice and the practice that the future needs to embrace. This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful green marketing. Includes a foreword by Jonathon Porritt.
Greener Marketing
Greener Marketing - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Greener Marketing write by John Grant. This book was released on 2020-07-07. Greener Marketing available in PDF, EPUB and Kindle. strong style="font-family: Arial; font-size: 13.3333px;"***BUSINESS BOOK AWARDS - FINALIST 2021*** This timely book is a sequel to John Grant’s Green Marketing Manifesto (2007) the award-winning and bestselling definitive guide to green marketing (and not greenwashing). Fast forward to mid-2020. Climate Change is back at the top of the public and political agenda. Even after covid-19, hundreds of big-name CEOs are committing to a #greenrecovery. And surveys show widespread global public support for this and recent shifts in sustainable behaviours and attitudes in markets ranging from organic food to flying. Sustainable brands are significantly outperforming conventional ones. As are sustainability related stock prices. Companies like Unilever continue to set ambitious targets related not just to climate, but biodiversity and deforestation, plastics, social justice, regenerative farming. Sustainability related trends such as plant-based foods and electric vehicles are showing steep growth and creating tomorrow's superbrands (Impossible, TESLA...). This book is packed with up to date learnings, case examples and trends, covering everything from eco labelling, transparency and the circular economy; to rebound effects, sustainable finance, blockchain and regenerative farming. A core message being that to drive sustainability, marketers firstly do really need to properly understand sustainability, its many applications and implications. Secondly to be effective, marketers need to understand what it means to their consumers and other significant audiences. Hence the book takes a long hard look at what was driving all the protests, boycotts and petitions in 2019 and what ideas, causes and platforms caught the public imagination. The ultimate goal is to go beyond marketing that simply looks good, to marketing that does good. This book helps in achieving that goal by showing the reader how to: Uncover strategies for sustainable marketing that actually deliver on green and social objectives, not just greenwashing Reconceptualise marketing and business models, and learn to recognise the commercial strategies and approaches that are no longer fit for purpose Learn how hot topics like the climate crisis, biodiversity, social justice, single use plastics and supply chain transparency influence green and social marketing Read about numerous examples and case studies from both brand leaders and challengers that have developed innovations and fresh creative approaches to green and social marketing Get practical tools, models, facts, strategies, workshop and project processes and business case rationales - so that you can build your own plans and proposals This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful marketing that makes a positive creative impact on the climate crisis and on improving human life in troubled times. Aimed both at big companies that are trying to be good, and good companies that are trying to be big.
The Green Marketing Manifesto
The Green Marketing Manifesto - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook The Green Marketing Manifesto write by . This book was released on 2009. The Green Marketing Manifesto available in PDF, EPUB and Kindle.
Greener Marketing
Greener Marketing - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Greener Marketing write by John Grant. This book was released on 2020-07-07. Greener Marketing available in PDF, EPUB and Kindle. strong style="font-family: Arial; font-size: 13.3333px;"***BUSINESS BOOK AWARDS - FINALIST 2021*** This timely book is a sequel to John Grant’s Green Marketing Manifesto (2007) the award-winning and bestselling definitive guide to green marketing (and not greenwashing). Fast forward to mid-2020. Climate Change is back at the top of the public and political agenda. Even after covid-19, hundreds of big-name CEOs are committing to a #greenrecovery. And surveys show widespread global public support for this and recent shifts in sustainable behaviours and attitudes in markets ranging from organic food to flying. Sustainable brands are significantly outperforming conventional ones. As are sustainability related stock prices. Companies like Unilever continue to set ambitious targets related not just to climate, but biodiversity and deforestation, plastics, social justice, regenerative farming. Sustainability related trends such as plant-based foods and electric vehicles are showing steep growth and creating tomorrow's superbrands (Impossible, TESLA...). This book is packed with up to date learnings, case examples and trends, covering everything from eco labelling, transparency and the circular economy; to rebound effects, sustainable finance, blockchain and regenerative farming. A core message being that to drive sustainability, marketers firstly do really need to properly understand sustainability, its many applications and implications. Secondly to be effective, marketers need to understand what it means to their consumers and other significant audiences. Hence the book takes a long hard look at what was driving all the protests, boycotts and petitions in 2019 and what ideas, causes and platforms caught the public imagination. The ultimate goal is to go beyond marketing that simply looks good, to marketing that does good. This book helps in achieving that goal by showing the reader how to: Uncover strategies for sustainable marketing that actually deliver on green and social objectives, not just greenwashing Reconceptualise marketing and business models, and learn to recognise the commercial strategies and approaches that are no longer fit for purpose Learn how hot topics like the climate crisis, biodiversity, social justice, single use plastics and supply chain transparency influence green and social marketing Read about numerous examples and case studies from both brand leaders and challengers that have developed innovations and fresh creative approaches to green and social marketing Get practical tools, models, facts, strategies, workshop and project processes and business case rationales - so that you can build your own plans and proposals This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful marketing that makes a positive creative impact on the climate crisis and on improving human life in troubled times. Aimed both at big companies that are trying to be good, and good companies that are trying to be big.
Green Supply Chains
Green Supply Chains - read free eBook in online reader or directly download on the web page. Select files or add your book in reader. Download and read online ebook Green Supply Chains write by Stuart Emmett. This book was released on 2010-05-03. Green Supply Chains available in PDF, EPUB and Kindle. This book answers the following five fundamental questions: What are the tangible and intangible benefits of moving towards a green supply chain? What are the costs, both direct and indirect? What influence do we have over our suppliers, their suppliers and our customers that would allow us to jointly work together and move the supply chain towards a green supply chain? How will we communicate and measure our progress towards the green supply chain to the key stakeholders? How will we engage them? What barriers to green supply chains can be expected and how can these be overcome? For all those responsible for steering supply chain decisions this book will be an invaluable asset, particularly as the 'greening of business' grows ever important.
