Green Marketing: Challenges & Opportunities for the New Marketing Age

Description

Green Marketing is a landmark book on a subject critical to marketing success in today's world - the impact of environmental issues on the ways consumers choose, buy, and use products and services. This book establishes environmental marketing as the wave of the future. It demonstrates clearly how businesses that take the lead now, while industry standards and consumer expectations are still forming, will gain a competitive edge in the fast-developing market for "green" products. Jacquelyn Ottman, a leading expert on environmental marketing, first introduces a new and growing breed of consumers. Thee are environmentally aware, conscious of health and social issues impacted by industry, and ready to act - through the power of their purchasing decisions - to protect the quality of their lives. Next, this book explains why conventional marketing strategies are losing their ability to influence these customers and introduces new strategies that respond to the green challenge. Frequent case histories, examples, and illustrations testify to the successes of companies that have overcome obstacles and seized opportunities to become leaders in the market for safe, environmentally sound, socially responsible products - Church & Dwight, The Body Shop, Tom's of Maine, McDonald's, Procter & Gamble, 3M, and many others. Informative, persuasive, and a rich source of ideas and practical help, this book will give marketers and businesses a jump on the future to benefit from this important and fast-emerging consumer trend.