The gort cloud : the invisible force powering today's most visible green brands /
""Green" has gone mainstream. And for many companies, caring for the environment is not just a philosophy, it's a marketing strategy. So how does a company that is genuinely committed to green principles differentiate itself from its greenwashing competitors?" "To answe...
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| Format: | Book |
| Language: | English |
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White River Junction, Vt. :
Chelsea Green Pub.,
©2008.
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| Summary: | ""Green" has gone mainstream. And for many companies, caring for the environment is not just a philosophy, it's a marketing strategy. So how does a company that is genuinely committed to green principles differentiate itself from its greenwashing competitors?" "To answer that question, brand expert Richard Seireeni interviewed more than 30 eco-capitalists from a broad range of industries - home improvement, transportation, household products, food and beverage, energy, real estate, finance, and fashion. Here, Seireeni delivers candid and valuable advice from leaders like Gary Hirshberg of Stonyfield Farm, Jeffrey Hollender of Seventh Generation, and the grandsons of soapmaker Dr. Bronner, along with leaders of new and emerging green companies that have successfully, and uniquely, launched their brands." "The common thread he found in their triumphs was their surprisingly deft navigation of a vast and largely invisible network of NGOs, trendspotters, advocacy groups, social networks, business alliances, certifying organizations, and other members of the green community that in its entirety has the power to make or break new green brands." "Seireeni unveils the network and tells green entrepreneurs and their marketing partners how to use it to their best advantage."--Jacket. |
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| Physical Description: | 308 pages ; 24 cm |
| Bibliography: | Includes bibliographical references (pages 301-305). |
| ISBN: | 9781603580618 1603580611 |