The Green Marketing Manifesto

By John Grant

Book Overview

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.

• Format: Hardcover
• Language: English
• ISBN: 0470723246
• ISBN13: 9780470723241
• Release Date: December 2007
• Publisher: John Wiley & Sons
• Length: 304 Pages
• Weight: 1.10 lbs.
• Dimensions: 1.1" x 5.5" x 8.6"

Customer Reviews

a graceful merging of green marketing, web 2.0 & sustainability

This book is very readable, yet also manages to explain some really important cultural forces of the 21st century in a lot of depth. I particularly liked his explanation of the significance of web 2.0 (and what he calls New Marketing) and how it applies to sustainability issues, but there are lots of other things to recommend it too. The format was clear and logical, and there were quite a few interesting examples to make his points really concrete. I've got a full book review at [...] This book is highly recommended :-)

Phenomenal Book, Immensely Readable

This book is meaningful, well written and logically presented. The author takes the fact that traditional marketing encourages people to buy more stuff; and yet green values mitigate against excessive consumption. How is the gap addressed by marketing people who want to be green? He then presents a grid of nine approaches and analyses them one-by-one in an intelligent and not over laboured way, full of humour, anecdotes and examples. The language is clear and the book is well written and immensely readable. It is not just for marketing people or green people, but anybody who reads it will come out with a greater awareness of both.

Great manual on marketing green products and services

Hype won't do any longer; when people buy "green" they want to know they're making a real contribution to solving global environmental problems. Although consumers no longer buy the message of unbridled consumption, the goals of marketing and sustainability don't have to conflict. John Grant recreates the field of marketing for the new "green" era with ingenuity and verve. Through varied examples, he analyzes what works and why, and leaves readers with a meaningful set of tools for thinking about their own projects. getAbstract recommends this book as a provocative approach to the future of marketing in a society where sustainability matters.

Revolutionizing and Dignifying Green Marketing

An indispensable resource to clarify the issues around green marketing and green business. The businesses that he effects with this will be far reaching. As a consultant and an eco-preneur for the past five years, the concept to go further - to be greener - has a blueprint. Our profession can take these ideas and run with it - hopefully to the zero emitting finish line.

An important read

John Grant's latest book is both a timely and important read. It deals with the role marketers and brands can play in making green normal behavior. It gives a straightforward model of thinking (a 3 x 3 grid) about the role brands and marketing can play, and how to avoid the pitfalls of greenwashing. A provocative read, packed full of examples, to make you think.