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Financial services industry --- Green marketing --- New products --- Technological innovations

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"For too long, marketers of sustainable goods and services have targeted "deep green" consumers to promote their products--and they have little to show for their efforts. In this innovative book, Jacquelyn Ottman shows how the green market has moved beyond such niche marketing, and how marketers will find greater success promoting the inherent superior value of their offerings. Greener products are now available within every industry and are a part of our everyday lives. But they didn't get to be so ubiquitous just because they are better for the planet. Whether they were promoted as such or not, sales of green products have grown so fast because of the added value they provide: health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits--the new rules--is critical to winning over the mainstream consumer and to driving overall organizational growth. The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity, and how readers can adopt this approach in their own organizations. Illustrated by examples from both international mainstream and the more niche "deep green" leaders who are showing everyone else the way, the book provides practical strategies, tools and inspiration for building every aspect of a credible value-based green marketing strategy, including:How to use a proactive approach to sustainability to spur innovationHow to frame environment-related benefits with relevance to mainstream brandsHow to communicate with credibility and impact--and avoid "greenwashing"How to team up with stakeholders to maximize outreach to consumersHow to use a life cycle orientation to ensure the integrity of one's offeringsHow to best take advantage of recent technological advances in social mediaDrawing on the latest data from leading researchers and reflecting on learnings from Ottman's corporate clients and other pioneers including GE, Nike, HSBC, Method, Starbucks, Timberland, HP, NatureWorks, Philips, Procter & Gamble, Stonyfield Farm and Wal-Mart, this book shows how market leaders are edging out the competition using effective value-first marketing strategies. This book captures the best of the author's previous groundbreaking books on green marketing and takes the content into the 21st century. Whereas earlier works focused on readers who were less familiar with green initiatives, this work squarely focuses on a new generation of marketers who likely themselves grew up with an appreciation of sustainability and who want and need to know how to connect effectively with mainstream consumers."--Provided by publisher.

Green marketing --- Ecological marketing --- Ecomarketing --- Environmental advertising claims --- Environmental consumerism --- Environmental marketing --- Green products --- Marketing --- Environmental aspects --- E-books --- Green marketing. --- Marketing. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Sustainable development

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The food and drink sector represents Europes largest manufacturing industry, its largest employer and is a major player in the global economy. It also has one of the greatest environmental impacts. In order to maintain competitive advantage, SMEs need to address their environmental impact and integrate sustainability into their marketing strategies and operations.The Sustainable Marketing Concept in European SMEs: Insights from the Food & Drink Industry brings together contributions from leading scholars to provide new knowledge and applications for the implementation of sustainable marketing orientation and sustainable marketing mix tools in SMEs operating in the industry. It will be the first publication focussing on the scope of sustainable marketing applications by SMEs providing comparison, data analysis and insights from Western Europe and Central - Eastern Europe. The book is a result of an international cooperation undertaken by leading researchers from Poland, Croatia, the UK, Russia, Germany and Spain, all with many years of experience in issues related to marketing and sustainability.

Applied marketing --- Marketing --- Small business --- Green marketing --- Ecological marketing --- Ecomarketing --- Environmental advertising claims --- Environmental consumerism --- Environmental marketing --- Green products --- Environmental aspects --- Business & Economics --- Sales & marketing. --- General.

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Government consumption of products and services in OECD Member countries is estimated to be responsible for 9 to 25% of GDP. Given the importance of public purchasing, national and local authorities have been paying increasing attention to the opportunities to improve the environment by selecting environmentally sounder products. This publication describes the successes, the efforts and the difficulties encountered within Member countries by focusing on the role and concerns of the officials that operate purchasing. Also, it shows how greener public purchasing can support a number of other crucial policy objectives such as the reduction of government operating costs, the improvement of governance, and the reduction of greenhouse gases.

Government purchasing -- OECD countries -- Environmental aspects. --- Green marketing -- OECD countries. --- OECD countries. --- Government purchasing --- Green marketing --- Government - General --- Law, Politics & Government --- Political Institutions & Public Administration - General --- Environmental aspects --- Ecological marketing --- Ecomarketing --- Environmental advertising claims --- Environmental consumerism --- Environmental marketing --- Green products --- Marketing --- Government procurement --- Procurement, Government --- Public procurement --- Public purchasing --- Purchasing

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The market for green products has expanded rapidly over the last decade, but most consumers need something more than eco-benefits to motivate their purchases. Magali A. Delmas and David Colgan argue that many green products now offer the total package—a "green bundle" that checks the environmental box, but also offers improved performance, health benefits, savings, and status. To help consumers cut through the noise and make their best decisions, we need new strategies. The Green Bundle offers some of the best and most effective communication techniques for pushing consumers in the right direction. Framing product benefits to motivate behavior is the key. Combining insights from sustainable business and behavioral economics, Delmas and Colgan show managers how to lead buyers from information to action. If you are looking to win over the convenient consumer or understand how companies can create the next tipping point in green consumption, this is the research-based, practical guide for you.

E-books --- National consumption --- Relation between energy and economics --- Green marketing. --- Green products. --- Consumer behavior --- Behavior, Consumer --- Buyer behavior --- Decision making, Consumer --- Human behavior --- Consumer profiling --- Market surveys --- Earth-friendly products --- Environmentally safe products --- Commercial products --- Green marketing --- Recycled products --- Ecological marketing --- Ecomarketing --- Environmental advertising claims --- Environmental consumerism --- Environmental marketing --- Green products --- Marketing --- Environmental aspects. --- Environmental aspects