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Lädt ... The Green Marketing Manifestovon John Grant
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Melde dich bei LibraryThing an um herauszufinden, ob du dieses Buch mögen würdest. Keine aktuelle Diskussion zu diesem Buch. 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. Zeige 2 von 2 keine Rezensionen | Rezension hinzufügen
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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. Keine Bibliotheksbeschreibungen gefunden. |
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Google Books — Lädt ... GenresMelvil Decimal System (DDC)658.802Technology Management and auxiliary services Management Of MarketingKlassifikation der Library of Congress [LCC] (USA)BewertungDurchschnitt:
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I know the author meant well, I know the book is well researched and the ideas are interesting. But there is also something wrong with this book. It does not suggest greenwashing but it does discuss how to in essence have this sort of effect.
“Green Marketing” is nothing more than a label, and how this plays out in the environment is not related. And even
more dramatically this book makes little actual attempt to follow empirical approaches that would reduce environmental impact, instead it seems to pose this new type of marketing as a maze you have to navigate, to embed in your brand.
It is a difficult book to reread today, it is depressing because it shows how even basic practices need to be supported by sales and brand.
What I did find refreshing was that one of the main references is to IKEA for example. And basically they do not really do any green marketing that I am aware of. The author recognises that if you van just systematise the reduction of waste you may get better sustainability metrics too.
But all of this does not take into account the newest challenge, which is that of businesses driving geo engineering projects of last resort. This book now feels so distant from contemporary challenges.... ( )