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The new rules of green marketing : strategies, tools, and inspiration for sustainable branding / Jacquelyn A. Ottman

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Ottman, Jacquelyn A.. Auteur

Edited by Greenleaf Publishing - 2011

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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