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The Green Marketing Manifesto

by

The Green Marketing Manifesto Cover

 

Synopses & Reviews

Publisher Comments:

John Grant co-founded St Luke’s the innovative and socially aware London ad agency. Working with clients such as the Body Shop as well as mainstream brands, St Luke’s pioneered the view of a company’s “Total Role in Society” and operated as an employee shareholder democracy. Since leaving in 1999 he has worked as an independent consultant. John’s recent clients include IKEA, innocent, LEGO, O2 and SVT (the Swedish broadcaster). Over the years he has been involved with green brands (the Ecologist), sustainability (IKEA’s global ethical and environmental reporting), start ups (ONZO, a home energy monitor manufacturer), social ventures (The Young Foundation), sustainable marketing agencies (Clownfi sh), committees (Forum for the Future) and reports (WWF). John’s previous books which all deal with ‘what’s new?’ have earned widespread praise, popularity and critical acclaim. The New Marketing Manifesto was named one of the ten best business books of 1999 by Amazon. After Image (2002) was included in a list of ‘the most popular business books in the world’ on Wikipedia. Brand Innovation Manifesto (2006) was described as: “. . . a great addition to brand consumer communication methodology . . . ” (Brand Strategy) “. . . read it . . . ” (Admap) “. . . revolutionary . . . ” (The Marketer). John was voted the most in-demand event speaker in London in an RAB poll. John is also a prolifi c blogger and writer of articles and reports. His current thoughts on green marketing can be found at http://greenormal.blogspot.com and he is also the offi cial blogger for the Green Awards at http://www.greenawards.co.uk/

Synopsis:

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.

Synopsis:

This book aims to provide 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 author admits that it is a very tricky proposition full of promise and pitfalls.  It will mean different things to different companies, small and large, ethical and mainstream. If not handled correctly, green marketing will fail.

Green marketing has to prove that it is sustainable against three key factors: Commercial outcomes Environmental outcomes Cultural outcomes. 

The first two outcomes are fairly obvious, it is the third outcome, the cultural shift that is perhaps the most important.  Within the framework of cultural outcomes, the author addresses the deeper and more complex issue that consumerism is to blame for at least part of the problem. 

The book offers some 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 not a polemic, it is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful green marketing.

About the Author

"John Grant's been so smart and percipient with his new masterwork...useful, readable and clever...out now, just when we need it."  (Campaign, Friday 23rd November 2007)

"brilliant book...that will forever change the way you look at green marketing."  (psfk.com, Tuesday 27th November 2007)

"outlines how environmentalism increasingly informs business strategy."  (Reuters, Thursday, 29th November 2007) 

"...the book casts new insight into green marketing."  (naturalchoice.co.uk, Tuesday 18th December 2007)

"...thought-provoking reading for more than just marketing professionals."  (CNBC European Business, January 2008)

"Grant is not about greenwash. This is green marketing for real...before you try to think green, read this!" (Admap, February 2008)

“…a remarkable and timely book that is as thought provoking as it is comprehensive…an invaluable guide…” (The Marketer, March 2008)

“…a useful step in the right direction..." (Professional Manager, March 2008)

"If ever you've got to do a green project, this book should give you some ideas" (The Drum, October 17th 2008)

Table of Contents

Foreword.

Acknowledgements.

Introduction.

Section I BACKGROUND.

Setting the Scene.

A Tipping Point – And Then What?

The Green Consumer Bandwagon of 1989.

The Green Challenges.

The Marketing Challenge.

The Green Consumer? (Or All Consumers?).

Sustainability – The Backroom Revolution.

The Green Marketing Challenge.

Green Marketing’s Five I’s.

Endnote: Another Revolution.

Section II THE GREEN MARKETING GRID.

Overview.

A. Green – Setting New Standards for Responsible Products, Services, Brands, Companies.

B. Greener – Sharing Responsibility with Customers.

C. Greenest – Shaping a New Culture of Responsibility Through Innovation.

1. Public – Company Story, Engagement Campaigns, Futures.

2. Social – Identity and Community.

3. Personal – Products and Habits.

A1: Set an Example.

A2: Credible Partners.

A3: Market a Benefit.

B1: Develop the Market.

B2: Tribal Brands.

B3: Change Usage.

C1: New Business Concepts.

C2: Trojan Horse Ideas.

C3: Challenging Consuming.

A: Setting New Standards (Green).

A1: Set an Example.

A2: Credible Partners .

A3: Market a Benefit.

B: Sharing Responsibility (Greener).

B1: Develop the Market.

B2: Social/Tribal Brands.

B3: Change Usage.

C: Supporting Innovation (Greenest).

C1: New Business Concepts.

C2: Trojan Horse Ideas.

C3: Challenging Consuming .

Section III CONCLUDING THOUGHTS.

Ideas Good, Image Bad.

A Fresh Start for Green Marketing.

References.

Index.

Product Details

ISBN:
9780470723241
Author:
Grant, John
Publisher:
John Wiley & Sons
Subject:
Marketing - General
Subject:
Green marketing
Subject:
Marketing -- Management.
Subject:
Business;Marketing
Copyright:
Publication Date:
January 2008
Binding:
HARDCOVER
Grade Level:
General/trade
Language:
English
Illustrations:
Y
Pages:
320
Dimensions:
8.56x5.52x1.09 in. 1.09 lbs.

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The Green Marketing Manifesto Used Hardcover
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$16.50 In Stock
Product details 320 pages John Wiley & Sons - English 9780470723241 Reviews:
"Synopsis" by , 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.

"Synopsis" by , This book aims to provide 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 author admits that it is a very tricky proposition full of promise and pitfalls.  It will mean different things to different companies, small and large, ethical and mainstream. If not handled correctly, green marketing will fail.

Green marketing has to prove that it is sustainable against three key factors: Commercial outcomes Environmental outcomes Cultural outcomes. 

The first two outcomes are fairly obvious, it is the third outcome, the cultural shift that is perhaps the most important.  Within the framework of cultural outcomes, the author addresses the deeper and more complex issue that consumerism is to blame for at least part of the problem. 

The book offers some 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 not a polemic, it is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful green marketing.

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