Environmental Marketing: Positive Strategies for Reaching the Green Consumer

Environmental Marketing: Positive Strategies for Reaching the Green Consumer
ISBN-10
0070115990
ISBN-13
9780070115996
Category
Business & Economics / General
Pages
252
Language
English
Published
1993
Publisher
Mcgraw-hill
Authors
Walter Coddington, Peter Florian

Description

Corporations all over America are responding to the growing consumer and regulatory pressures for a cleaner, safer environment. For the progressive, forward-looking company, environmentalism is now being viewed as a substantial marketing opportunity as well as a civic responsibility. As we move through the 1990s and into the twenty-first century, the companies that profit from environmental stewardship will be those that institutionalize environmental quality management. These companies will make it a priority to inform and educate consumers on the issues, as well as on the environmentally benign processes, products, and services that they offer. Here's a book that shows you how to be one of those companies, starting today! Designed for practical use, you'll learn how to competitively position and promote your products and services in environmentally conscious, convincing, and backlash-proof ways - with step-by-step guidance on all aspects of environmental marketing, including the role of the marketer in the corporate environmental improvement process; the fundamentals of total quality environmental management and marketing; developing an overall environmental marketing strategy; the art of getting management behind your environmental marketing programs; forging ties with environmental advocacy groups; negotiating the maze of federal, state, and local "green" guidelines and regulations; "green" product development and positioning; building brand loyalty among environmentally conscious and not so environmentally conscious consumers; developing high profile, low-risk advertising, public relations, and promotion campaigns; strengthening relationships with retailers and gaining criticalmerchandising support and much, much more!

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