Greener Marketing 9781119689119 by Grant, John

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Condition
Very Good
A book that does not look new and has been read but is in excellent condition. No obvious damage to the cover, with the dust jacket (if applicable) included for hard covers. No missing or damaged pages, no creases or tears, and no underlining/highlighting of text or writing in the margins. May be very minimal identifying marks on the inside cover. Very minimal wear and tear. See the seller’s listing for full details and description of any imperfections. See all condition definitionsopens in a new window or tab
Seller Notes
“Used - Very Good”
ISBN
9781119689119
Book Title
Greener Marketing
Publisher
Wiley & Sons, Incorporated, John
Item Length
8.9 in
Publication Year
2020
Format
Trade Paperback
Language
English
Item Height
0.6 in
Author
John Grant
Genre
Business & Economics
Topic
Marketing / Multilevel, Motivational, Commerce, General
Item Weight
14.4 Oz
Item Width
5.9 in
Number of Pages
272 Pages
Category

About this product

Product Identifiers

Publisher
Wiley & Sons, Incorporated, John
ISBN-10
1119689112
ISBN-13
9781119689119
eBay Product ID (ePID)
2309690886

Product Key Features

Book Title
Greener Marketing
Number of Pages
272 Pages
Language
English
Publication Year
2020
Topic
Marketing / Multilevel, Motivational, Commerce, General
Genre
Business & Economics
Author
John Grant
Format
Trade Paperback

Dimensions

Item Height
0.6 in
Item Weight
14.4 Oz
Item Length
8.9 in
Item Width
5.9 in

Additional Product Features

Intended Audience
Trade
LCCN
2020-008311
Dewey Edition
23
Dewey Decimal
658.802
Table Of Content
Foreword for 'Greener Marketing' By John Grant VII Introduction 1 Section I Not Bad 13 1.1 Waking up to an Environmental Crisis (again) 16 1.2 Actually, Consumers Do Buy Sustainable Goods 22 1.3 From Plastic Brands to the Circular Economy 24 1.4 Instagram, Influencers, and Brands as Folklore 29 1.5 Simple Marketing, Complex Sustainability 35 1.6 Fifty Shades of Greenwash 39 1.7 Transparency? Or Another Façade 49 1.8 An Advertising Vow of Chastity? 55 1.9 What is Sustainability? An Ethic and an Emergency 59 1.10 Sustainability as a New Way of Doing Business 71 1.11 Eco-Labels, Their Struggle and Ongoing Role 81 1.12 Let's Redesign Life 88 Section II Net Good 99 2.1 Year of the Street Protest 102 2.2 The Blue Planet Effect 107 2.3 Plant-Based Revolution 115 2.4 Capitalism. Time for a Reset 123 2.5 Corporate Citizens 127 2.6 Every Business a Social Venture 136 2.7 Is it a Purpose (or Just a Pose?) 150 2.8 Brands Doing Good 162 2.9 Consumer Behaviour - Snakes & Ladders 170 2.10 Design for Nature and Human Nature 179 2.11 Build your own Paradigm Shift in 15 Steps 191 Section III Aim, Frame, and Game 211 3.1 AIM - Defining the Task 213 3.2 Frame - Cultural and Cognitive Positioning 220 3.3 Game - The Greener Marketing Grid 226 What Now? (Concluding Thoughts) 243 Index 245
Synopsis
***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., This major update of the bestselling The Green Marketing Manifesto will include additional material on the current new wave of interest in sustainability. With interest in green marketing back at the top of the agenda, this new edition will cover current topics such as single use plastic, Extinction Rebellion & the global schools strike. The text will be interspersed with the author's own discussions, strategies and tips learnt from client work. This new edition will also include: Surveys on concerns about climate change and environmental degradation Technology advances e.g. blockchain tracking of supply chain data Updated global case studies New business models such as sharing, upcycling and circular economy
LC Classification Number
HF5413.G722 2020

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