The Green Marketing Manifesto (digitaal boek)

We are currently eating, sleeping and breathing a new found religion of everything &8216;green&8217;. At the very heart of responsibility is industry and commerce, with everyone now racing to create their &8216;environmental&8217; business strategy. In line with this awareness, there is much discussion about the &8216;green marketing opportunity&8217; as a means of jumping on this bandwagon.


We need to find a sustainable marketing that actually delivers on green objectives, not green theming.&160;Marketers need to give up the many strategies and approaches that made sense in pure commercial terms but which are unsustainable.&160; True green marketing must go beyond the ad models where everything is another excuse to make a brand look good; we need a green marketing that does good.


The Green Marketing Manifesto provides a roadmap on how to organize green marketing effectively and sustainably.&160; It offers a fresh start for green marketing, one that provides a practical and ingenious approach. The book offers many examples from companies and brands who are making headway in this difficult arena, such as Marks & Spencer, Sky, Virgin, Toyota, Tesco, O2 to give an indication of the potential of this route. John Grant creates a &8216;Green Matrix&8217; as a tool for examining current practice and the practice that the future needs to embrace. This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful green marketing. Includes a foreword by Jonathon Porritt.