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Anticipating that marketing will experience a strategic change in the new normal post COVID-19, this book sets out to capture interesting insights from researchers and practitioners through in-depth research on the myriad aspects of industrial transformation. It discusses the facets in which markets can be reached sustainably delivering value to people, planet and create prosperity. Sustainable Marketing and Customer Value establishes an overview and framework for major ideas that connect marketing, consumption and sustainability. It addresses dominant areas of research of sustainability from the marketing perspective, the origin of interest in sustainability, as well as the practice of deprioritising sustainability ideas in pursuit of short-term business goals. Research scholars and business students will find this book of primary relevance, but it is also written for marketing academics and professionals, especially those in large corporations.
Green marketing. --- Consumption (Economics) --- Marketing --- Environmental aspects. --- Management.
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Green marketing --- Industrial management --- Social Sciences and Humanities. Marketing --- Management. --- Environmental aspects. --- Marketing (General) --- Marketing (General). --- Environmental aspects --- Management --- Green marketing - Management.
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Green marketing
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Applied marketing --- Green marketing. --- Product management --- Social responsibility of business. --- Social Sciences and Humanities. Marketing --- Environmental aspects. --- Marketing (General) --- Marketing (General). --- Green marketing --- Social responsibility of business --- Environmental aspects
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Social responsibility of business --- Green marketing --- Business ethics --- Environmental management --- Bedrijfsethiek --- Milieumanagement --- Bedrijfsethiek. --- Duurzaam ondernemen. --- Milieumanagement. --- Applied marketing --- Environmental protection. Environmental technology --- Professional ethics. Deontology --- Business policy --- Business ethics. --- Environmental management. --- Green marketing. --- Social responsibility of business.
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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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With sustainability having gained a lot of momentum over the last years and companies implementing strategies to create corporate sustainability, there are lots of opportunities for innovation. Thus, the two concepts of sustainability and innovation should not be considered separately - they are closely interlinked with one another. The main goal of sustainable innovation is to develop new products and technologies that have a positive impact on the company's triple-bottom-line. To meet this aim, they have to be ecologically and economically beneficial as well as socially balanced. In order to help companies to improve their sustainable innovation process practically, this book is structured into five possible phases of a sustainable innovation process: -Awareness of a sustainability problem -Identification & Definition of the problem -Ideation & Evaluation of the solutions -Testing & Enrichment of the solutions -Implementation of the solutions & Green Marketing
Green marketing. --- Ecological marketing --- Ecomarketing --- Environmental advertising claims --- Environmental consumerism --- Environmental marketing --- Green products --- Marketing --- Environmental aspects --- Economics --- sustainability --- innovation --- corporate responsibility --- sustainable change
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By recognizing marketing as the key to the success of ecologically sound products, this text seeks to define the paradigm of sustainable marketing, and offers criteria for sustainable marketing strategies and products, and more.
Consumption (Economics) --- Green marketing. --- Social Sciences and Humanities. Marketing --- Environmental aspects --- Environmental aspects. --- Marketing (General) --- Marketing --- Milieubeleid --- Milieumarketing --- Marketingstrategieën --- Marketingcommunicatie --- Duurzaam ondernemen --- Maatschappelijk Verantwoord Ondernemen --- Verantwoord ondernemen --- Marketing (General). --- Green marketing --- E-books --- Consumer demand --- Consumer spending --- Consumerism --- Spending, Consumer --- Demand (Economic theory) --- Ecological marketing --- Ecomarketing --- Environmental advertising claims --- Environmental consumerism --- Environmental marketing --- Green products --- Environnement --- Pollution
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