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Author: John Grant
Publisher: John Wiley & Sons
ISBN: 0470687312
Category : Business & Economics
Languages : en
Pages : 291
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Book Description
We are currently eating, sleeping and breathing a new found religion of everything ‘green’. At the very heart of responsibility is industry and commerce, with everyone now racing to create their ‘environmental’ business strategy. In line with this awareness, there is much discussion about the ‘green marketing opportunity’ as a means of jumping on this bandwagon. We need to find a sustainable marketing that actually delivers on green objectives, not green theming. Marketers need to give up the many strategies and approaches that made sense in pure commercial terms but which are unsustainable. 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. 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 ‘Green Matrix’ 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.
Author: John Grant
Publisher: John Wiley & Sons
ISBN: 0470687312
Category : Business & Economics
Languages : en
Pages : 291
Get Book
Book Description
We are currently eating, sleeping and breathing a new found religion of everything ‘green’. At the very heart of responsibility is industry and commerce, with everyone now racing to create their ‘environmental’ business strategy. In line with this awareness, there is much discussion about the ‘green marketing opportunity’ as a means of jumping on this bandwagon. We need to find a sustainable marketing that actually delivers on green objectives, not green theming. Marketers need to give up the many strategies and approaches that made sense in pure commercial terms but which are unsustainable. 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. 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 ‘Green Matrix’ 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.
Author: John Grant
Publisher: John Wiley & Sons
ISBN: 1119689139
Category : Business & Economics
Languages : en
Pages : 272
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Book Description
strong style="font-family: Arial; font-size: 13.3333px;"***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.
Author: Stuart Emmett
Publisher: John Wiley & Sons
ISBN: 0470689412
Category : Business & Economics
Languages : en
Pages : 316
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Book Description
This book answers the following five fundamental questions: What are the tangible and intangible benefits of moving towards a green supply chain? What are the costs, both direct and indirect? What influence do we have over our suppliers, their suppliers and our customers that would allow us to jointly work together and move the supply chain towards a green supply chain? How will we communicate and measure our progress towards the green supply chain to the key stakeholders? How will we engage them? What barriers to green supply chains can be expected and how can these be overcome? For all those responsible for steering supply chain decisions this book will be an invaluable asset, particularly as the 'greening of business' grows ever important.
Author: John Grant
Publisher: John Wiley & Sons
ISBN: 0470662352
Category : Business & Economics
Languages : en
Pages : 275
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Book Description
John Grant is back! Bestselling author of Green Marketing Manifesto fame returns to get you involved in creating a sustainable future! In this book, green business guru John Grant shows how we, when we join forces through co-operative initiatives, can really make changes and work towards a better future. John uses cases and examples from around the world, from social networks to social ventures, Carrot Mobbing to the Carbon Disclosure Project, to show how a move to greater co-operation via what he calls Co-operative Networks can be a way forwards for all of us to increase the common well-being. Arguing that a climate for change can be created by engaging rather than alienating people, John also demonstrates ways of ‘relocating dreams’ to allow us to reassess our desires and priorities. Whether you are a business leader, politician, armchair economist, environmentalist or general interest reader, the inspiration and ideas John Grant provides in Co-Opportunity encourages us all to think again about our individual behaviour and our actions – our ideas of what it is to be human - and to get co-creating to build a better world for all. Sit back and watch, or become part of this grass roots new movement.
Author: Jacquelyn A. Ottman
Publisher: ReadHowYouWant
ISBN: 9780369371126
Category : Green marketing
Languages : en
Pages : 252
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Book Description
Green products have been around since the 1970s, but it's only in recent years that they've become ubiquitous. It's not because consumers suddenly prize sustainability above all. It's because savvy green marketers are no longer trying to ''sell the earth'' - instead they're promoting the value their products provide: better 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. The New Rules of Green Marketing helps readers understand why value - based sustainability marketing has become a critical organizational capacity and how they themselves can adopt this approach. Drawing on the latest data from leading researchers and reflecting on learnings from her corporate clients and other pioneers - including GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter & Gamble, Stonyfield Farm, and Wal - Mart - Ottman provides practical strategies, tools, and inspiration for building every aspect of a credible value - based green marketing strategy. She covers using a proactive approach to sustainability to spur innovation, developing products that are green throughout their life cycle, communicating credibly to avoid accusations of ''greenwashing, '' teaming up with stakeholders to maximize outreach to consumers, taking advantage of social media, and much more. This book takes the best of Ottman's previous groundbreaking work it into the 21st century. Her new rules relegate traditional ''green guilt'' approaches to the recycling bin of history, break green products out of their niche and, ultimately do a far better job of advancing the triple bottom line of people, profits, and planet.
Author: Michelle Carvill
Publisher: Bloomsbury Publishing
ISBN: 1472979125
Category : Business & Economics
Languages : en
Pages : 321
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Book Description
Shortlisted for the Business Book Awards 2022 In the modern age of authenticity and transparency, consumers are no longer content with brands that are dismissive of, or even apathetic to, sustainability. Brands are now expected to convey understanding and concern when it comes to matters such as climate change, carbon footprints and employee welfare. Most importantly of all, they must be genuinely committed to these standpoints – remaining consistent and proactive in their principles. With the rise of more conscious consumers and the belief-driven buyer, organizations ignore sustainability and the spirit of 'doing good' at their own peril. From three marketing experts with decades of experience between them, Sustainable Marketing delivers the new benchmark for modern marketing. This book clarifies the importance of the sustainable approach before providing a comprehensive guide to implementing, driving and maintaining these practices in any organization. A must-read for any business leader or marketing executive, this is a unique and fascinating blend of academic research and practical case studies that will kick-start and inspire sustainable initiatives.
Author: Adam Werbach
Publisher: Harvard Business Press
ISBN: 142217770X
Category : Business & Economics
Languages : en
Pages : 241
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Book Description
Leave your quaint notions of corporate social responsibilty and environmentalism behind. Werbach is starting a whole new dialogue around sustainability of enterprise and life as we know it in organisations and individuals.
Author: Andrew Pawlak
Publisher: Createspace Independent Publishing Platform
ISBN: 9781537419978
Category :
Languages : en
Pages : 326
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Book Description
In an age where individual loan officers and small to medium sized mortgage shops are competing with billion dollar mortgage operations and lead generation companies, there are ways for mortgage originators to tap into the market and create their own fresh, interested, and targeted leads -- minus the millions of dollars spent on advertising. It's time for these strategies and systems to be made available to mortgage professionals who are committed to growing their careers and increasing their incomes. Through Andrew Pawlak's years of helping everyone from individual LOs and Realtors to publicly traded mortgage lead generation technology companies, he has used the secrets in this book to help clients increase ROI and get more out of every dollar they spend on marketing and business development. Now, Andrew is sharing this life-changing information with every mortgage professional who works hard, but needs to get better results from the time and effort they put into growing their business. Inside, you'll discover: 17 critical components of a mortgage website that produces loans and referrals 15 key elements that make for a high-converting mortgage landing page Secrets the billion dollar mortgage lead generators use to convert clicks into leads How to effectively optimize both digital and traditional marketing to get more clients out of every dollar you spend on advertising Ways to better brand YOU as the preferred mortgage professional in your local market Strategies for creating consistent leads through social media and retargeting campaigns Techniques for using real estate marketing to drive 5X more purchase leads A complete game plan for getting more business from producing Realtors Everything you need to know about search engine marketing for mortgage loans Proven scripts to open up doors and generate more referral business How to integrate plug-and-play mortgage lead funnels to revolutionize your marketing ROI Methods for streamlining and finessing advertising efforts so they work for you 24/7
Author: Jerry Yudelson
Publisher: Island Press
ISBN: 1597267635
Category : Architecture
Languages : en
Pages : 270
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Book Description
The “green building revolution’’ is happening right now. This book is its chronicle and its manifesto. Written by industry insider Jerry Yudelson, The Green Building Revolution introduces readers to the basics of green building and to the projects and people that are advancing this movement. With interviews and case studies, it does more than simply report on the revolution; it shows readers why and how to start thinking about designing, building, and operating high performance, environmentally aware (LEED-certified) buildings on conventional budgets. Evolving quietly for more than a decade, the green building movement has found its voice. Its principles of human-centered, environmentally sensitive development have reached a critical mass of architects, engineers, builders, developers, professionals in government, and consumers. Green buildings are showing us how we can have healthier indoor environments that use far less energy and water than conventional buildings do. The federal government, eighteen states, and nearly fifty U.S. cities already require new public buildings to meet “green” standards. According to Yudelson, this is just the beginning. The Green Building Revolution describes the many “revolutions” that are taking place today: in commercial buildings, schools, universities, public buildings, health care institutions, housing, property management, and neighborhood design. In a clear, highly readable style, Yudelson outlines the broader “journey to sustainability” influenced by the green building revolution and provides a solid business case for accelerating this trend. Illustrated with more than 50 photos, tables, and charts, and filled with timely information, The Green Building Revolution is the definitive description of a major movement that’s poised to transform our world.
Author: Paul Polman
Publisher: Harvard Business Press
ISBN: 1647821312
Category : Business & Economics
Languages : en
Pages : 194
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Book Description
A Financial Times Best Business Book of the Year Named one of 10 Best New Management Books for 2022 by Thinkers50 "An advocate of sustainable capitalism explains how it's done" — The Economist "Polman's new book with the sustainable business expert Andrew Winston…argues that it's profitable to do business with the goal of making the world better." — The New York Times Named as recommended reading by Fortune's CEO Daily "…Polman has been one of the most significant chief executives of his era and that his approach to business and its role in society has been both valuable and path-breaking." — Financial Times The ex-Unilever CEO who increased his shareholders' returns by 300% while ensuring the company ranked #1 in the world for sustainability for eleven years running has, for the first time, revealed how to do it. Teaming up with Andrew Winston, one of the world's most authoritative voices on corporate sustainability, Paul Polman shows business leaders how to take on humanity's greatest and most urgent challenges—climate change and inequality—and build a thriving business as a result. In this candid and straight-talking handbook, Polman and Winston reveal the secrets of Unilever's success and pull back the curtain on some of the world's most powerful c-suites. Net Positive boldly argues that the companies of the future will profit by fixing the world's problems, not creating them. Together the authors explode our most prevalent corporate myths: from the idea that business' only function is to maximise profits, to the naïve hope that Corporate Social Responsibility will save our species from disaster. These approaches, they argue, are destined for the graveyard. Instead, they show corporate leaders how to make their companies "Net Positive"—thriving by giving back more to the world than they take. Net Positive companies unleash innovation, build trust, attract the best people, thrill customers, and secure lasting success, all by helping create stronger, more inclusive societies and a healthier planet. Heal the world first, they argue, and you’ll satisfy your investors as a result. With ambitious vision and compelling stories, Net Positive will teach you how to find the inner purpose and courage you need to embrace the only business model that will matter in the years ahead. You will learn how to lead others and unlock your company's soul, while setting and delivering big and aggressive goals, and taking responsibility for all of your company's impacts. You'll find out the secrets to partnering with others, including your competition and critics, to drive transformative change from which you will prosper. You'll build a company that serves your people, your customers, your communities, your shareholders—and your children and grandchildren will thank you for it. Is this win-win for business and humanity too good to be true? Don't believe it. The world's smartest CEOs are already taking their companies on the Net Positive journey and benefitting as a result. Will you be left behind? Join the movement at netpositive.world
