Hype won’t do any longer; when people buy “green” they want to know they’re making a real contribution to solving global environmental problems. Although consumers no longer buy the message of unbridled consumption, the goals of marketing and sustainability don’t have to conflict. John Grant recreates the field of marketing for the new “green” era with ingenuity and verve. Through varied examples, he analyzes what works and why, and leaves readers with a meaningful set of tools for thinking about their own projects. getAbstract recommends this book as a provocative approach to the future of marketing in a society where sustainability matters.
In this summary, you will learn
- Why knowing the differences between “green marketing” and traditional approaches is important;
- How Web 2.0 networking technologies build value; and
- How to use a green marketing matrix to analyze different approaches to marketing challenges.
About the Author
John Grant is a marketing professional and the author of several marketing books, including After Image and Brand Innovation Manifesto.