Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Long description: Der Kunde von heute fordert ökologisch und ethisch einwandfreie Produkte. Anhand interessanter Best Practices zeigt das Buch auf, wie Unternehmen unterschiedlicher Branchen erfolgreich grüne Marketingstrategien umsetzen. Der Autor liefert konkrete Handlungsanweisungen, wie kleine und mittelständische Unternehmen ihre eigene Bio-Marketing-Strategie entwickeln und anwenden. Anhand eines Fragebogens können Sie selbst das Potenzial Ihres Unternehmens bei der Etablierung grüner Marketingstrategien ermitteln. Zusätzlich wird erläutert, wie Unternehmen im Personalmarketing mit grünen Strategien die Nase vorn haben können.Inhalte:Warum Green Marketing?Best Practices grüner MarketingstrategienAbsatzmärkte und ZielgruppenProzesse: how to go greenWie lässt sich sozial-ökologische Verantwortung im Unternehmen etablieren?Employer Branding und grünes RecruitingB2B-Vertrieb: Sind Einkäufer wirklich nur rational?Grüne Marketing-KommunikationFragebogen zur Potenzialanalyse.Warum Green Marketing?Arbeitshilfen online:PotenzialanalyseChecklisten zur Umsetzung  Biographical note: Heiner Weigand Der diplomierte Betriebswirt mit Schwerpunkt Marketing und Kommunikation lernte das Werbehandwerk bei der renommierten Agentur BBDO in Düsseldorf. Nach Stationen im Directmarketing (artegic AG) und den Medien (Hubert Burda Media) ist Weigand seit 2010 Inhaber der CSR-Agentur karmacom. Der Fokus seiner Beratung liegt in der Entwicklung von Strategien, um aus unternehmerischer und sozialer Verantwortung wirtschaftlichen Erfolg zu generieren. Zu seinen Kunden zählen mittelständische Unternehmen ebenso wie NPOs. Neben seiner Agenturtätigkeit ist Heiner Weigand Dozent an der Corporate Film Academy Munic, Vorstand der Freiburger Denkfabrik und mehrfach ausgezeichnet mit dem Mittelstandspreis für soziale Verantwortung in Baden-Württemberg.

Green marketing. --- Small business marketing.

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

"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

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

"Eco-labelling is one of the key tools used by policy-makers in many parts of the world to encourage more sustainable production and consumption. By providing environmental information on products and services, eco-labels address both business users and consumers and range from mandatory approaches, such as required product declarations, to voluntary approaches, such as national eco-labels.Eco-labels can play an important role in environmental policy. They reward and promote environmentally superior goods and services and offer information on quality and performance with respect to issues such as health and energy consumption. Eco-labels fit well into a multi-stakeholder policy framework - as promulgated recently by the EU's integrated product policy (IPP) - since the development of criteria for labels and the acceptance in the market requires the involvement of a wide range of different parties, from government and business, to consumers and environmental organisations.However, many eco-labelling schemes have had troubled histories, and questions have been raised about their effectiveness. So, are eco-labels an effective tool to foster the development, production, sale and use of products and to provide consumers with good information about the environmental impacts of those products? Is eco-labelling useful to business as a marketing tool? What factors contribute to the development of successful schemes? More than ten years after its establishment, can the EU Flower be considered a success? Are national eco-labels such as the German Blue Angel and the Norwegian White Swan more effective? Should eco-labels be harmonised? Are eco-labels achieving their original aim of fostering sustainable production and consumption? For which product groups are ISO type I eco-labels appropriate and inappropriate? Are other labels, such as mandatory, ISO type II and ISO type III labels more effective in some cases? Are eco-labels focusing on the main environmental policy targets or just on "low-hanging fruit"? Are eco-labels really linked to other tools of IPP? The Future of Eco-labelling provides answers to all of these questions. Based on a major EU research exercise, the book plots a course for policy-makers to address some of the historic problems with eco-labelling, to learn what works and what doesn't and to move forward with schemes that can make a real difference to sustainable production and consumption.The book analyses the conditions under which eco-labelling schemes-both mandatory and voluntary-are or can become an efficient and effective tool to achieve given objectives; assesses previous experiences with eco-labels in different European countries and the relationship of these schemes with business strategies, IPP and market conditions; defines strategies aimed at linking eco-labels with other IPP measures; explores how eco-labels can be used to encourage sustainable consumption patterns, create green markets, foster innovation and development of green products and services, and implement multi-stakeholder initiatives; and sets out detailed recommendations for the future of eco-labelling.The book will be required reading for policy-makers, businesses involved with eco-labelling schemes and researchers interested in the development of sustainable production and consumption and IPP worldwide."--Provided by publisher.

Eco-labeling. --- Green marketing. --- Commerce --- Business & Economics --- Marketing & Sales --- Ecological marketing --- Ecomarketing --- Environmental advertising claims --- Environmental consumerism --- Environmental marketing --- Green products --- Marketing --- Eco-labelling --- Ecolabeling --- Ecological labeling --- Environmental labeling of consumer products --- Environmental marketing labels --- Environmentally-friendly product labeling --- Environmental aspects --- Green marketing --- Labels

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

"There is a huge scarcity of good, practical resources for designers and students interested in minimizing the environmental impacts of products. Design + Environment has been specifically written to address this paucity. The book first provides background information to help the reader understand how and why design for environment (DfE) has become so critical to design, with reference to some of the most influential writers, designers and companies in the field. Next, Design + Environment provides a step-by-step approach on how to approach DfE: to design a product that meets requirements for quality, cost, manufacturability and consumer appeal, while at the same time minimising environmental impacts. The first step in the process is to undertake an assessment of environmental impacts, using life-cycle assessment (LCA) or one of the many simpler tools available to help the designer. From then on, DfE becomes an integral part of the normal design process, including the development of concepts, design of prototypes, final design and development of marketing strategies. Environmental assessment tools and strategies to reduce environmental impacts, such as the selection of appropriate materials, are then discussed. Next, some of the links between environmental problems, such as global warming, ozone depletion, water and air pollution and the everyday products we consume are considered. In order to design products with minimal environmental impact, we need to have a basic understanding of these impacts and the interactions between them. The four subsequent chapters provide more detailed strategies and case studies for particular product groups: packaging, textiles, furniture, and electrical and electronic products. Guidelines are provided for each of the critical stages of a product's life, from the selection of raw materials through to strategies for recovery and recycling. Finally, Design + Environment takes a look at some of the emerging trends in DfE that are offering us the opportunity to make a more significant reduction in environmental impacts. Both the development of more sustainable materials and technologies and the growing interest in leasing rather than selling products are examined. Design + Environment is organized as a workbook rather than an academic text. It should be read once, and then used as a key reference source. This clear and informative book will prove to be invaluable to practising designers, to course directors and their students in need of a core teaching and reference text and to all those interested in learning about the tools and trends influencing green product design. The authors have all been involved in an innovative demonstration programme called "EcoReDesign", which was developed by the Centre for Design at RMIT University with funding from the Australian government. The Centre successfully collaborated with Australian companies to improve the environmental performance of their products by following DfE principles."--Provided by publisher.

745.02 --- ecodesign --- duurzaam ontwerpen --- packaging --- textiel --- meubelontwerp --- 504.064.4 --- 658.512.2 --- Measures in conservation engineering. Including: wasteless and low-waste technology --- Designing. Shape, design, construction of products. Industrial design --- 658.512.2 Designing. Shape, design, construction of products. Industrial design --- 504.064.4 Measures in conservation engineering. Including: wasteless and low-waste technology --- Green products --- Design. --- Earth-friendly products --- Environmentally safe products --- Commercial products --- Green marketing --- Recycled products