| 作者简介：John Grant co-founded St Luke’s the innovative and socially aware London ad agency. Working with clients such as the Body Shop as well as mainstream brands, St Luke’s pioneered the view of a company’s “Total Role in Society” and operated as an employee shareholder democracy. Since leaving in 1999 he has worked as an independent consultant. John’s recent clients include IKEA, innocent, LEGO, O2 and SVT (the Swedish broadcaster). Over the years he has been involved with green brands (the Ecologist), sustainability (IKEA’s global ethical and environmental reporting), start ups (ONZO, a home energy monitor manufacturer), social ventures (The Young Foundation), sustainable marketing agencies (Clownfi sh), committees (Forum for the Future) and reports (WWF). John’s previous books which all deal with ‘what’s new?’ have earned widespread praise, popularity and critical acclaim. The New Marketing Manifesto was named one of the ten best business books of 1999 by Amazon. After Image (2002) was included in a list of ‘the most popular business books in the world’ on Wikipedia. Brand Innovation Manifesto (2006) was described as: “. . . a great addition to brand consumer communication methodology . . . ” (Brand Strategy) “. . . read it . . . ” (Admap) “. . . revolutionary . . . ” (The Marketer). John was voted the most in-demand event speaker in London in an RAB poll. John is also a prolifi c blogger and writer of articles and reports. His current thoughts on green marketing can be found at http://greenormal.blogspot.com and he is also the offi cial blogger for the Green Awards at http://www.greenawards.co.uk/ |
| Foreword Acknowledgements Introduction Section 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 Section II THE GREEN MARKETING GRID Overview A Green – Setting New Standards for Responsible Products, Services, Brands, ompanies 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 Section III CONCLUDING THOUGHTS Ideas Good, Image Bad A Fresh Start for Green Marketing References Index |
内容加载中，请稍后...
商品评论（0条）