As corporate America responds to growing public pressure for a cleaner environment, more and more companies are jumping on the "green" bandwagon. But without proper planning and skillful marketing guidance, such a move can produce punishing consumer backlash. "Environmental Marketing" aims to show marketing professionals how to pinpoint and capitalize on the unique marketing opportunities inherent in corporate and consumer environmentalism. It sets down guidelines for developing and implementing new strategies to position competitatively and promote products or services. Designed for practical use, this guide profiles the experience of actual companies - McDonald's, AT&T, Wal-Mart, Exxon, and others - who have gone "green". It shows readers which environmental marketing strategies work, and exactly why many backfire. And it shares proven methods for boosting any firm's marketing efforts by: communicating its environmental position; building brand loyalty among environmentally conscious consumers; forging cooperative green merchandising strategies with retailers and environmental advocacy groups; negotiating the maze of federal, state, and local "green" regulations; and ensuring the long-term support of shareholders or investors. Complete with summaries of environmental claims regulations and contact information for key federal regulatory agencies and environmental advocacy groups, "Environmental marketing" establishes a framework for executing successful marketing approaches in the competitive '90s.
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Descrizione libro Mcgraw-Hill, 1993. Hardcover. Condizione libro: New. Codice libro della libreria DADAX0070115990
Descrizione libro Mcgraw-Hill, 1993. Hardcover. Condizione libro: New. book. Codice libro della libreria 0070115990
Descrizione libro Condizione libro: Brand New. Book Condition: Brand New. Codice libro della libreria 97800701159961.0