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The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding Paperback – February 14, 2011


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Product Details

  • Paperback: 256 pages
  • Publisher: Berrett-Koehler Publishers (February 14, 2011)
  • Language: English
  • ISBN-10: 1605098663
  • ISBN-13: 978-1605098661
  • Product Dimensions: 6 x 0.6 x 9 inches
  • Shipping Weight: 13.6 ounces (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (26 customer reviews)
  • Amazon Best Sellers Rank: #254,585 in Books (See Top 100 in Books)

Editorial Reviews

Review

An invaluable guide to businesses that seek to lead and prosper. --Peter Senge, author of The Fifth Discipline

Ottman's done it again. Jacquelyn doesn't just have her finger on the pulse of green marketing, she is the pulse. She cuts the ubiquity of green marketing with the unique perspective of experience in this marketplace. Read this book and you're up to speed.
-John Rooks, Author of More Than Promote - A Monkeywrencher's Guide to Authentic Marketing.

Jacquelyn Ottman has yet again written an indispensable book about green marketing. The New Rules of Green Marketing not only provides valuable insights to the current and shifting marketing landscape, but also provides a blueprint of how to use these new rules to achieve business success...a must read for every marketer.
-Jennifer Kaplan, author of Greening Your Small Business.

The New Rules of Green Marketing should serve as the definitive text for any organization that is looking to brand itself or its products as green or sustainable. Jacquie’s innovation driven insights will help organizations derive real and genuine strategic advantage from their green marketing initiatives.
-David Rinard, Director Global Environmental Performance, Steelcase Inc.

Jacquie Ottman takes her 25 years of experience in Green Marketing and gives insightful data and helpful checklists for practitioners in the field. The demand for green products is mainstream…and companies better be paying attention!
-Shelley Zimmer, Environmental Initiatives Manager, HP.

“Jacquie Ottman was one of the first to open up our consciousness for going green in her earlier book. Now she can demonstrate the strong payoffs to all of us—consumers, producers, retailers—by going green. Hurrah for this book showing how going green pays off in delivering a triple bottom line -- profits, people, and planet.”
-Philip Kotler, S. C. Johnson Distinguished Professor of International Marketing, Kellogg School of Management/Northwestern University
 

About the Author


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.

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 greenmarketing.com/blog.
Ms. Ottman lives in New York City.

Customer Reviews

4.7 out of 5 stars
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Jacquelyn Ottman has done it again with her New Rules book.
J. Rogers
I especially enjoyed the checklists at the end of each chapter, and the case study examples are numerous and deep.
LB
Her book is inspired, passionate and above all substantive.
Ines Sousa, Ph.D.

Most Helpful Customer Reviews

2 of 2 people found the following review helpful By Antoaneta Popova on November 15, 2013
Format: Kindle Edition Verified Purchase
I bought the book after reading the excellent reviews written about the book. I have to say Ottman is great in marketing the book and her name. The book is easy to read as it is written in a language as if she is giving a presentation, so yes very easy to follow. But I found the book having a few main messages presented in 10 different ways. At a certain point you also get tired of - the 10 rules of this and the seven rules of that and the 11 rules of the other. As all the sets of rules have the same messages. All case studies which are probably 60% of the content of the book are mainly US, so difficult to relate to Europeans let alone other audience. I would have much preferred that Ottman takes a broader perspective and looks at not only green issues but sustainable marketing. All in all I would say as add up to the New rules of green marketing: green marketing out, sustainable marketing in.
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2 of 2 people found the following review helpful By Andrew Sell on March 29, 2012
Format: Paperback Verified Purchase
When I did an abrupt life and career change last year and decided to start Hipcycle, a green online e-commerce business, I read a bunch of new books about social media, new biz start up, environmental issues and the like, and this book really resonated with me because my mind was going in the direction of the tenets described in this book, but it helped me synthesize it much more coherently.

So, in a sense, this book has played a major role in the development of an entire company!
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2 of 2 people found the following review helpful By Shel Horowitz on May 24, 2011
Format: Paperback
With its many big-corporation examples, extensive use of research-based statistics, and numerous charts, graphs, bullet points, and checklists, this is a green marketing book that could be widely adopted by green MBA programs. And true to its title, there are lots of rules--as well as big strategic questions starting right from the beginning (the first group is on page 21). But even if you're not an MBA student, and your business is much smaller-scale, there's a lot of wisdom here.

It's also one of the most holistic green marketing books I've seen, considering whole-lifecycle processes such as energy and water used in manufacture and transportation, and questions of end-of-life disposal in determining whether a particular path is actually green. This depth of insight plays out especially well in her section on holistic product design, and in her examination of various tradeoffs in greenness. But always, she rightly insists, green products have to deliver the same quality and value; the market won't put up anymore with the shoddy design of some '70s and '80s-era green products, and they don't have to, because today's green products are as good as their "brown" competitors, if not better.

As a consultant to many large companies, Ottman has learned a thing or two about the complexities of moving society down a greener path, one business initiative at a time. And she points out that brands themselves have to position themselves as green, because if there are no certification labels, a brand's reputation determines whether it finds favor with green consumers. She concludes the book with profiles of two such brands, Starbucks (not the greenest coffee company by a long shot, but the one that buys the most organic and fair-trade coffee) and Timberland.
Read more ›
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1 of 1 people found the following review helpful By Joshua Parker on March 21, 2011
Format: Paperback
I first read Ms. Ottman's Green Marketing 2nd edition book along with a host of others right before I started a new sales & marketing position with a green company in 2008. (VerTerra, Ltd.) While the other books were fine, Ms. Ottman's book became my virtual textbook and guide for insuring we did things the right way. I'm happy to report, our messaging, positioning and success (aided by lessons learned from her book) led us to have recently been called the "it girl of the eco world" by the Wall Street Journal. Needless to say, I feel tremendous gratitude and our 5 star review (to go along with all the other 5 star reviews)is one way to help point out the great value Ms. Ottman's books and learnings have had for me personally and our business. Thought Ms. Ottman is obviously building upon her franchise, perhaps she should title her next book, "What they didn't teach you in college/graduate school about green marketing." I was excited for this new edition given how much has changed in the seven years since the last edition. And sure enough, Ms. Ottman's insights have grown sharper amidst green business growth and communication "noise" (greenwashing etc.) to create an even more practical, up-to-date guide. Each page is filled with insights and examples that help nurture the relationship between concepts and real-life to help illustrate how they apply to your own organization. I find myself quoting concepts in this book to help others better understand our own mission in the green world and how and why we do what we do. Any organization manager or entrepreneur looking to develop strategies that will ring authentic and deliver tangible results would be well served to not only read this book but study it well. Ms. Ottman is not simply a gifted marketer repackaging herself for the times, but a true expert in the field whose 20+ years experience will help large and small organizations alike.
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Format: Paperback
Jacquelyn Ottman's The New Rules of Green Marketing gives us practical and proven strategies, tools and information for organizations to move from just going through the politically correct motions of appearing to be "green" to developing the core strategy of sustainability and implementing that strategy as a way of doing business on a daily basis. The net result: leaders and their employees do the right thing, feel good about it, generate good will and growth for their organization and improve the health of the planet. So my recommendation is: buy this book (it is a must read), apply its principles and become part of a movement that is bigger and more important than anyone of us!
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Most Recent Customer Reviews


More About the Author

Jacquelyn A. Ottman is the author of The New Rules of Green Marketing (Berrett-Koehler, February 2011), as well as previous books including Green Marketing: Opportunity for Innovation, (McGraw-Hill, 1998, and Green Marketing: Challenges & Opportunities for the New Marketing Age, (NTC Business Books, 1993). She blogs at http://www.greenmarketing.com/blog

A true pioneer in green marketing, Ottman has been consulting in the arena of green business for over 20 years as the founder and principal of the New York City-based 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, HSBC, Johnson & Johnson, Epson, HSBC, Nike and Samsung. As an adviser 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 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 the co-founder of the Sustainable Business Committee of the Columbia University Business School Alumni Club of NY where she created a pioneering certificate program in sustainable business.

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 4000 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.


Ms. Ottman lives in New York City.