عنوان

The green marketing manifesto /

شابک

0470723246

شابک

9780470723241

شماره

dltt

عنوان اصلي

The green marketing manifesto /

نام عام مواد

[Book]

نام نخستين پديدآور

John Grant

محل نشرو پخش و غیره

Hoboken, NJ :

نام ناشر، پخش کننده و غيره

John Wiley & Sons,

تاریخ نشرو بخش و غیره

c2007

نام خاص و کميت اثر

xvi, 304 pages :

ساير جزييات

illustrations ;

ابعاد

22 cm

متن يادداشت

Includes bibliographical references (pages [293]-296) and index

متن يادداشت

I. Background : Setting the scene : A tipping point -- And then what? ; The green consumer bandwagon of 1989 ; The green challenges ; The marketing challenge ; The green consumer? (or all consumers?) ; Sustainability -- The backroom revolution ; The green marketing challenge ; Green marketing's five I's ; Endnote: another revolution -- II. The green marketing grid : Overview : A. Green: setting new standards for responsible products, services, brands, companies ; B. Greener: sharing responsibility with customers ; C. Greenest : shaping a new culture of responsibility through innovation ; 1. Public : company story, engagement campaigns, futures ; 2. Social : identity and community ; 3. Personal : products and habits ; A1. Set an example ; A2. Credible partners ; A3. Market a benefit ; B1. Develop the market ; B2. Tribal brands ; B3. Change usage ; C1. New business concepts ; C2. Trojan horse ideas ; C3. Challenging consuming -- A. Setting new standards (green) : A1. Set an example ; A2. Credible partners ; A3. Market a benefit -- B. Sharing responsibility (greener) : B1. Develop the market ; B2. Social/tribal brands ; B3. Change usage -- C. Supporting innovation (greenest) : C1. New business concepts ; C2. Trojan horse ideas ; C3. Challenging consuming -- III. Concluding thoughts : Ideas good, image bad :A fresh start for green marketing

بدون عنوان

0

موضوع مستند نشده

Green marketing

شماره

ويراست

شماره رده

نشانه اثر

مستند نام اشخاص تاييد نشده

Grant, John,1964-

تاريخ عمليات

20100317023846.0

نام الکترونيکي

نوع ماده

[Book]

تكميل شده

Y