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Green consumers are now mainstream. In her best work yet, Jacquelyn Ottman applies over 20 years of green marketing lessons, demonstrating how sustainable brands tackle the challenges of this expanding global opportunity, and how and why the best succeed.
In The New Rules of Green Marketing, Ottman provides a template for infusing bold, creative thinking and implementing practical strategies that underscore inherent product value to successfully integrate sustainability into consumer brands.
"... a welcome antidote for confused businesses trying to navigate between idealism that does not sell and salesmanship that has no credibility ... an invaluable guide to businesses that seek to lead and prosper in the changing times we are now living." PETER SENGE, MIT and SoL; author, The Fifth Discipline and (co-author) The Necessary Revolution
"Hurrah for this book showing how going green pays off in delivering a triple bottom line – profits, people, and planet." PHILIP KOTLER, SC Johnson & Son Professor of International Marketing, Kellogg School of Management
"The next generation of sustainable products are coming and their success will depend on smart marketing – so listen to these insights from the guru in the field." ANDREW WINSTON, environmental strategy consultant; author of Green Recovery and (co-author) Green to Gold
"In The New Rules of Green Marketing, Ottman demonstrates, once again, that her insights are on the leading edge of green business. Her strategies are practical, credible, and should be followed by any marketer that wants to profit from addressing green consumer needs today." DAVID RINARD, Director Global Environmental Performance, Steelcase Inc.
"Jacquie ... has written the definitive book on the subject. People will be referring to these 20 rules for at least the next 20 years." JOHN GRANT, author of The Green Marketing Manifesto and Co-opportunity
"The New Rules of Green Marketing should serve as the definitive text for any organization that is looking to brand itself or its products as green or sustainable." L. HUNTER LOVINS, President, Natural Capitalism
"Jacquelyn will inspire you about the potential of green marketing not only to generate growth but to feel better about yourself and your career as you help improve the health of the planet." ADAM LOWRY and ERIC RYAN, Co-founders and CEOs, method
252+xx pp | 229 x 152 mm | paperback | ISBN 978-1-906093-44-0 | November 2010 List price: £16.95 €25.00 North American customers: order from Berrett-Koehler Publishers ORDER ONLINE AND RECEIVE 20% DISCOUNT
You can also request a review copy or an inspection/desk copy.
For too long, marketers of sustainable goods and services have targeted "deep green" consumers to promote their products – and they have little to show for their efforts. In this innovative book, Jacquelyn Ottman shows how the green market has moved beyond such niche marketing, and how marketers will find greater success promoting the inherent superior value of their offerings.
Greener products are now available within every industry and are a part of our everyday lives. But they didn't get to be so ubiquitous just because they are better for the planet. Whether they were promoted as such or not, sales of green products have grown so fast because of the added value they provide: 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 and to driving overall organizational growth.
The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity, and how readers can adopt this approach in their own organizations. Illustrated by examples from both international mainstream and the more niche "deep green" leaders who are showing everyone else the way, the book provides practical strategies, tools and inspiration for building every aspect of a credible value-based green marketing strategy, including:
How to use a proactive approach to sustainability to spur innovation
How to frame environment-related benefits with relevance to mainstream brands
How to communicate with credibility and impact - and avoid "greenwashing"
How to team up with stakeholders to maximize outreach to consumers
How to use a life cycle orientation to ensure the integrity of one's offerings
How to best take advantage of recent technological advances in social media
Drawing on the latest data from leading researchers and reflecting on learnings from Ottman's corporate clients and other pioneers including GE, Nike, HSBC, Method, Starbucks, Timberland, HP, NatureWorks, Philips, Procter & Gamble, Stonyfield Farm and Wal-Mart, this book shows how market leaders are edging out the competition using effective value-first marketing strategies.
This book captures the best of the author's previous groundbreaking books on green marketing and takes the content into the 21st century. Whereas earlier works focused on readers who were less familiar with green initiatives, this work squarely focuses on a new generation of marketers who likely themselves grew up with an appreciation of sustainability and who want and need to know how to connect effectively with mainstream consumers.
ORDER ONLINE AND RECEIVE 20% DISCOUNT
At age four, her siblings called her "Junkie Jacquie" when she dragged home treasures from the neighbor's trash. At age thirty-four, Jacquie pioneered green marketing by founding J. Ottman Consulting, Inc. Her mission: apply her extensive consumer packaged goods expertise, with a creative bent for dreaming up new products and her finely honed strategic instincts, to help businesses develop and market the next generation of products designed with sustainability in mind.
With a client roster that includes over 60 of the Fortune 500, the USDA's Biopreferred and other U.S. government labeling programs, Ottman is a sought-after keynoter for conferences and corporate forums around the globe. She is a founding co-chair of the Sustainable Business Committee of the Columbia Business School Alumni Club of New York. She is also the former co-chair of the NYC chapter of O2, the global network of green designers, and was founding jury chair for the American Marketing Association's Special Edison Awards for Environmental Achievement in New Products.
In 2004, she spearheaded the IDSA-endorsed Design:Green educational initiative in eco-design which was underwritten with an Innovation Grant from the U.S. Environmental Protection Agency. Having met its ambitious goal of jumpstarting eco-design and green marketing education for students and practitioners in the U.S. and around the world, Design:Green now continues as an course in the online Certificate in Sustainable Design program of the Minneapolis College of Art and Design.
The author of hundreds of articles on green marketing topics, she blogs at Jacquie Ottman's Green Marketing Blog, as well as for the Harvard Business Review and other websites.
Her three previous books on green marketing have been translated into five languages.
She is a graduate of Smith College and lives in New York City.