The Green Marketing Manifesto (Hardcover)

~ (Author)
Key Phrases: social brands, green consumer bandwagon, bigger enthusiasm, Friends of the Earth, The Body Shop, Whole Foods (more...)

Editorial Reviews

Review

"John Grant's been so smart and percipient with his new masterwork...useful, readable and clever...out now, just when we need it."  (Campaign, Friday 23rd November 2007)

"brilliant book...that will forever change the way you look at green marketing."  (psfk.com, Tuesday 27th November 2007)

"outlines how environmentalism increasingly informs business strategy."  (Reuters, Thursday, 29th November 2007) 

"...the book casts new insight into green marketing."  (naturalchoice.co.uk, Tuesday 18th December 2007)

"...thought-provoking reading for more than just marketing professionals."  (CNBC European Business, January 2008)

"Grant is not about greenwash. This is green marketing for real...before you try to think green, read this!" (Admap, February 2008)

“…a remarkable and timely book that is as thought provoking as it is comprehensive…an invaluable guide…” (The Marketer, March 2008)

“…a useful step in the right direction..." (Professional Manager, March 2008)

"If ever you've got to do a green project, this book should give you some ideas" (The Drum, October 17th 2008)

Product Description

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.

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Product Details

• Hardcover: 320 pages
• Publisher: Wiley (January 2, 2008)
• Language: English
• ISBN-10: 0470723246
• ISBN-13: 978-0470723241
• Product Dimensions: 8.4 x 5.5 x 1.2 inches
• Shipping Weight: 1.1 pounds (View shipping rates and policies)
• Average Customer Review: 4.5 out of 5 stars  See all reviews (4 customer reviews)
• Amazon.com Sales Rank: #176,214 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

3 of 4 people found the following review helpful:

5.0 out of 5 stars An important read, January 2, 2008

By	Gareth Kay "Gareth Kay" (Boston, MA) - See all my reviews (REAL NAME)

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.

5.0 out of 5 stars Great manual on marketing green products and services, November 11, 2008

By	Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)

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.

5.0 out of 5 stars Revolutionizing and Dignifying Green Marketing, February 5, 2008

By	Janet F. Pomeroy "Co-Founder of The goodMix" (Bay Area, CA USA) - See all my reviews (REAL NAME)

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.