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The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding

By: Jacquelyn A Ottman

252 pages, b/w illustrations

Greenleaf Publishing

Paperback | Dec 2011 | #192489 | ISBN-13: 9781906093440
Availability: Usually dispatched within 6 days Details
NHBS Price: £21.99 $29/€25 approx

About this book

For too long, marketers of sustainable goods and services have targeted "deep green" consumers to promote their products -- and they have little to show for their efforts. In this innovative book, Jacquelyn Ottman shows how the green market has moved beyond such niche marketing, and how marketers will find greater success promoting the inherent superior value of their offerings. Greener products are now available within every industry and are a part of our everyday lives. But they didn't get to be so ubiquitous just because they are better for the planet. Whether they were promoted as such or not, sales of green products have grown so fast because of the added value they provide: health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits -- the new rules -- is critical to winning over the mainstream consumer and to driving overall organizational growth. "The New Rules of Green Marketing" helps readers understand why value-based sustainability marketing has become a critical organizational capacity, and how readers can adopt this approach in their own organizations.

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A true pioneer in green marketing, Jacquelyn A. Ottman has been consulting in the arena of green business for over 20 years as the founder and president of J. Ottman Consulting, Inc. Ottman and her team have helped over 60 of the Fortune 500 find competitive advantage by leveraging credible green marketing and eco-innovation strategies. Clients include: 3M, GE,GE, HSBC, Johnson & Johnson, Epson, HSBC, Nike and Samsung. As an advisor to the U.S. government's voluntary eco-labeling programs, Ottman has helped guide the marketing of the U.S. EPA's Energy Star, SmartWay and Design for Environment eco-labels, and is currently assisting in the launch of the USDA's BioBased label.

A sought-after speaker at industry conferences and corporate gatherings in North America, South America, Asia, and Europe, she co-chairs both the Sustainable Brands conference, and is a co-founder of the Sustainable Business Committee of the Columbia University Business School Alumni Club of NY where she founded a certificate program in sustainable design.

In 2004, Ottman and her colleagues were the principal organizers of the Design:Green educational initiative which was created under an EPA Innovation Grant with the goal of jumpstarting eco-design education in the U.S. Endorsed by the Industrial Designers Society of America, it gave over 4,000 practitioners and students a grounding in the principles of eco-design and green marketing via workshops which were held across the country. Today, the initiative continues via an online course that Ms. Ottman created for the Minneapolis College of Art and Design.

A former advertising executive on consumer packaged goods businesses at major New York advertising agencies, Ms. Ottman graduated from Smith College and attended the NYU Graduate School of Business.

She is the author of the bestselling "Green Marketing: Challenges and Opportunities for the New Marketing Age" (NTC Business Books, 1993) revised in 1998 as "Green Marketing: Opportunity for Innovation". Frequently quoted in major business publications, she blogs at

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