The New Rules of Green Marketing Strategies, Tools, and Inspiration for Sustainable Branding
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�...
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| Format: | eBook |
| Language: | Inglés |
| Published: |
San Francisco :
Berrett-Koehler Publishers
2011.
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| Edition: | 1st ed |
| Series: | A BK business book
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| Subjects: | |
| See on Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009628248106719 |
| Summary: | 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 sustainabil |
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| Item Description: | Description based upon print version of record. |
| Physical Description: | 1 online resource (274 p.) |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: | 9781282968974 9786612968976 9781605098678 |
