Strategies for the green economy : opportunities and challenges in the new world of business /

Strategies for the green economy : opportunities and challenges in the new world of business /

Bibliographic Details
Main Author: Makower, Joel, 1952-
Other Authors: Pike, Cara
Format: Book
Language:English
Published: New York : McGraw-Hill, [2009]
Subjects:
Green marketing.
Green products.
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100 1 |a Makower, Joel,  |d 1952- 
245 1 0 |a Strategies for the green economy :  |b opportunities and challenges in the new world of business /  |c Joel Makower ; with exclusive market research by Cara Pike. 
264 1 |a New York :  |b McGraw-Hill,  |c [2009] 
264 4 |c ©2009. 
300 |a xvii, 290 pages :  |b illustrations ;  |c 24 cm. 
336 |a text  |b txt  |2 rdacontent. 
337 |a unmediated  |b n  |2 rdamedia. 
338 |a volume  |b nc  |2 rdacarrier. 
500 |a Includes index. 
505 0 0 |g Pt. 1.  |t How Did We Get Here? --  |g Ch. 1.  |t The Oat Branning of Green --  |g Ch. 2.  |t From a Movement to a Market --  |g Ch. 3.  |t Twenty-First Century Green --  |g Ch. 4.  |t A Dysfunctional Conversation --  |g Ch. 5.  |t What's a Green Business? --  |g Ch. 6.  |t Do Consumers Really Care? --  |g Ch. 7.  |t Green in Spite of Ourselves --  |g Pt. 2.  |t What Does It Mean to Be Green? --  |g Ch. 8.  |t The Many Shades of Green Consumers --  |g Ch. 9.  |t "I'm Concerned About the Environment" --  |g Ch. 10.  |t Witts, Yoyos, and Why Consumers Don't Go Green --  |g Ch. 11.  |t The "Greenwasher" in All of Us --  |g Ch. 12.  |t Eco-Literacy and Our Nature-Deficit Disorder --  |g Ch. 13.  |t What's in It for Me? --  |g Pt. 3.  |t How Good Is "Good Enough"? --  |g Ch. 14.  |t The Lowdown on Labels --  |g Ch. 15.  |t The Rise of Ratings --  |g Ch. 16.  |t Context Is King --  |g Ch. 17.  |t Coke, Levi's, and the Tyranny of Brand Leadership --  |g Ch. 18.  |t How Starbucks Met Its "Challenge" --  |g Ch. 19.  |t Clean Energy: It's Not Just the Environment, Stupid! --  |g Ch. 20.  |t A Tale of Two Circles --  |g Ch. 21.  |t Three Keys to "Good Enough" --  |g Pt. 4.  |t From Here to Sustainability --  |g Ch. 22.  |t Green Up Or Green Out? --  |g Ch. 23.  |t The Green Retail Revolution --  |g Ch. 24.  |t The Game-Changing Entrepreneurs --  |g Ch. 25.  |t The New "Energy Companies" --  |g Ch. 26.  |t Changing the Conversation at GM --  |g Ch. 27.  |t How Many Green Marketers Does It Take to Screw in a Light Bulb? --  |g Ch. 28.  |t The "Greenmuting" Paradox --  |g Ch. 29.  |t You Gotta Have Cred --  |g Ch. 30.  |t PR and the Many Shades of "Greenwash" --  |g Ch. 31.  |t Polar Bears, Tree Frogs, and Blueberries --  |g Ch. 32.  |t The Power of Pooling and Collaboration --  |g Pt. 5.  |t How Good Is "Sufficient"? --  |g Ch. 33.  |t The Bhags of Climate Change --  |g Ch. 34.  |t The Selling of Climate Change --  |g Ch. 35.  |t The "Small-Mart" Economy --  |g Ch. 36.  |t The Elephant in the (Well-Appointed) Living Room --  |g Ch. 37.  |t Patagonia Versus the Laws of Nature --  |t Epilogue: Hockey Sticks and Tipping Points --  |g App.  |t The Ecological Roadmap - Earthjustice Findings on Environmental Values by Cara Pike. 
650 0 |a Green marketing. 
650 0 |a Green products. 
700 1 |a Pike, Cara. 
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