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The Green Marketing Manifesto 1st Edition

4.5 out of 5 stars 8 customer reviews
ISBN-13: 978-0470723241
ISBN-10: 0470723246
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Editorial Reviews


"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)

From the Back Cover

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. The Green Marketing Manifesto provides a roadmap on how to organize green marketing effectively and sustainably, whilst avoiding the bandwagon.

"John Grant has been a great help over the years in thinking about how to position and market the Ecologist magazine. He’s one of the few people I have met who understands both green issues and marketing and is able to fuse the two creatively and effectively."
Zac Goldsmith, director of The Ecologist, co-chairman of The Quality of Life Group

"If green is to become truly mainstream, we’ll need companies of all sizes and sectors to find their way through the subtleties and complexities of the green marketplace, and John Grant’s Green Marketing Manifesto provides an excellent roadmap. It makes a clear and compelling case that green marketing isn’t an end unto itself, but rather a potent engine for creating business value through innovation, while fomenting genuine societal change."
—Joel Makower, Founder and Executive Editor, GreenBiz.com, and author of “Two Steps Forward” blog

"This book is essential reading for the growing numbers who are realising that good business can be good business (and that it comes from being good, not looking good)."
—Jamie Mitchell, managing director, innocent smoothies

"…[a]splendidly provocative and incredibly timely book … we need things conserved, shared, reused, recycled, slowed down and treasured at an ever deeper level. And that’s what this manifesto is all about!"
—Jonathan Porritt (from the foreword), co-founder Forum for the Future and Chairman of the UK


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Product Details

  • Hardcover: 320 pages
  • Publisher: Wiley; 1 edition (December 17, 2007)
  • Language: English
  • ISBN-10: 0470723246
  • ISBN-13: 978-0470723241
  • Product Dimensions: 5.4 x 1.1 x 8.5 inches
  • Shipping Weight: 1.1 pounds
  • Average Customer Review: 4.5 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #1,366,628 in Books (See Top 100 in Books)

Customer Reviews

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Top Customer Reviews

Format: Hardcover Verified Purchase
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.
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By iheartevil on December 19, 2011
Format: Hardcover Verified Purchase
obvious, dated book. If you don't know anything about the subject you may find it to be helpful, but I was very underwhelmed.
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Format: Hardcover Verified Purchase
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.
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Format: Hardcover
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.
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