Green Marketing

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• The Power of Green Lies in the Hands of MarketersJacquelyn A. Ottman
  Many people think the power to restore our environment—to curb greenhouse gases, to clean up our air and water, to cut down on precious resources' ending up in landfills—lies in ...
  Green Marketing, Marketing Challenges, Marketing Smarter
• The Five Simple Rules of Green MarketingJacquelyn A. Ottman
  A strong commitment to environmental sustainability in product design and manufacturing can yield significant opportunities to grow your business, to innovate, and to build brand equity. In fact, if you ...
  Brand Awareness, Customer Behavior, Green Marketing, Marketing Tips, Word-of-Mouth
• How (and Why) to Get the Word Out about Your Brand and the EnvironmentSteve Utley
  Consumers are beginning to take environmental impact into consideration in purchase decisions. Businesses that demonstrate environmental responsibility have the opportunity to contribute favorably to their images while aligning themselves with ...
  Brand Positioning, Customer Relationships, Green Marketing
• Green Bubbles Pop, TooJohn Rooks
  Housing booms, dot-coms, high-tech, bio-med, religious fervor, Republican or Democrat regimes, peace-war—all of it... all the best (and worst) bubbles have, or will, pop on their way back to the ...
  Advertising, Brand Positioning, Green Marketing
• How to Avoid Green Marketing MyopiaJacquelyn A. Ottman
  In 1994, Philips launched "EarthLight," an energy-efficient compact fluorescent light bulb with a clumsy shape that was incompatible with most conventional lamps; it had a confusing package—and a $15 price ...
  Customer Satisfaction, Green Marketing, Positioning, Value Propositions
• The Green Market Niche, Part 2: Who Killed the Electric Car (or How to Be a Good Greenwasher)John Rooks
  Reflecting on past green products that were moving toward mainstream but failed, illustrates some of the challenges of legitimacy that innovation can face. On the other hand, monitoring those who ...
  Advertising, Green Marketing, Targeting
• The Green Market Niche: Being Green, Going MainstreamJohn Rooks
  The long tail of the "Green Marketing" niche seems to be getting thicker as America mainstreams into greener consumerism (some call it "prosumerism"). With such a dynamic and emerging marketplace, it's ...
  Advertising, Green Marketing, Targeting
• Make Money—Practice Social ResponsibilityDenise Shiffman
  Conventional wisdom would have many executives believe that social responsibility is in conflict with revenue and profit growth. It's true: A company's responsibility is to increase profits. Yet social responsibility ...
  Collaboration, Creativity, Green Marketing
• Retail Trends 2007: Beauty, Fashion... ChinaPatricia Pao
  Next year will bring major shifts in beauty, especially organics, and fashion as consumers take more control over all aspects of their harried lives. Interestingly, growth will come from non-traditional ...
  Customer Behavior, Green Marketing, Marketing Inspiration
• The Real News About Green Marketing: Yesterday, Today, TomorrowJacquelyn A. Ottman
  Old news: Green products don't work, and consumers won't pay a premium for them. New news: Investment in environmentally preferable products and technologies can lead to a potent new source ...
  Green Marketing, Marketing Inspiration, Targeting
• The Rules of "Green" MarketingJacquelyn A. Ottman
  If you think your customer isn't concerned about environmental issues, or won't pay a premium for products that are more eco-responsible, think again. You may just find an opportunity to enhance ...
  Green Marketing, Market Research, Marketing Tips, Product Marketing