2.5
Green Marketing Manifesto
ByPublisher 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.
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Meet readers like you in the Fable For You feed, designed to build bookish communitiesGreen Marketing Manifesto Reviews
2.5
“For a “marketing manifesto” this book is sadly dated. It was written before Uber, facebook, Instagram, WhatsApp, AirBnB, Twitter, and the myriad of food delivery services, even as it prefigures them all.
It relies on what is cool and hip and the “next big thing.”
But Grant does properly excoriate us for the obsession with buying new, with failing to share what we’ve already taken from the earth’s bounty, and with quite plainly having too many cars on the planet.
He senses, correctly, that “going green” has to scale, that suspicion of technology, that rebellion and traditional conservation are dead ends. Not just for business but for consumerism.”
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