You need to read, no, wait, “own,” The New Rules of Green Marketing. It will give you an immediate jump on your competition through its encapsulation of decades of proven green marketing experience combined with current and relevant resources.
Park Howell, Sustainable Storyteller
Jaquelyn Ottman’s The New Rules of Green Marketing has been an international hit, extending beyond the conscientious “green” company and onto the shelves of marketing experts across the globe.
Hurrah for this book showing how going green pays off in delivering a triple bottom line – profits, people, and planet. Philip Kotler
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. “Green marketing is here and is no longer simply a niche market.” Wayne Hurlbert, blogtalkradio
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. 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.
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.
This book is about being a great marketer, meeting current consumer needs and often demands for responsible brand values and activities – a terrific source of great ideas and stories of how to market well. Its big difference is that the stories are specifically green in nature and that the guidelines are exclusive to green communication. That said, woe is the brand of any ilk that doesn’t take these lessons to heart.
Ms. Ottman is one smart marketer. I’d recommend anyone in the profession picking this book up, pouring yourself a cup of tea, and immersing yourself in a fine read that will leave you energized about our craft and with tools to create better brands in an ever-changing world.
Ottman’s extensive knowledge of green marketing is encapsulated in her 20 New Rules. Recently listed in CPSL’s Top 40 Sustainability Books of 2010, The New Rules of Green Marketing exemplifies the best of Jacquie’s previous groundbreaking books on green marketing and takes the content into the 21st century.
Ottman’s book is the green marketing bible—and a must read for every businessperson who wants to succeed in this new age of sustainability.
Peter Senge. Author, The Fifth Discipline
Limited offer: Order The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding direct from Greenleaf and get 40% discount. Use voucher code ksbg611 at checkout. Offer ends 30 June 2011.