Green marketing expert Jacquelyn A. Ottman states her case plainly: Consumers have gone green, and sustainability is the vital new commercial and political watchword. As a result, environmental responsibility and sustainable product development are becoming the default commercial standards. Ottman explains how to create environmentally oriented marketing that can bring success and profitability. Her marketing views are solid; many consumers have gotten the green message and shop conscientiously for green products. getAbstract recommends this useful, forward-thinking manual to help you promote your sustainable products and services.
In this summary, you will learn
- Why green products and services are popular, and
- How to use “green marketing” to your strategic advantage.
About the Author
Jacquelyn A. Ottman is a green marketing expert. She is founder and principal of J. Ottman Consulting.
Comment on this summary
7 years agoIt's a pretty good and quick guide about green image & marketing, I liked a lot the 20 principles of green marketing.
Customers who read this summary also read
Suhas Apte and Jagdish N. Sheth
University of Toronto Press, 2016
Georgia Levenson Keohane
Columbia UP, 2016
Fergus Green and Nicholas Stern
World Economic Forum
World Economic Forum, 2018