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GREENER MARKETING




Dear Colleagues,

We would like to announce the publication on July 12th, 1999 of

'Greener Marketing: A Global Perspective on Greening Marketing Practice'

Edited by Martin Charter and Michael Jay Polonsky

35.00/$US65.00     432 pages     hardback          ISBN 1 874719 14 4

'Greener Marketing: A Responsible Approach to Business' - the first book

from Greenleaf Publishing and the precursor to this volume - was
published
at almost the same time as the Earth Summit in 1992. This was a period
of escalating international concern about the planet and booming
consumer demand for greener products and services. Seven years on, there

is a huge amount of lessons to be learned from how companies have
responded to this demand. Accusations of greenwashing, poor performance
and price premiums have, on the surface, all conspired to make green
marketing a less attractive proposition for marketing and brand
managers. But the world has moved on. And, as this new volume - with
contributions from an outstanding collection of international
experts - clearly shows, green marketing has evolved to address
globalisation, increasing stakeholder pressures for corporate
transparency, and the growing imperative of the triple bottom line.

The purpose of this book is to provide practitioners with best-practice
examples and actionable recommendations on how to implement green
marketing activities. It provides information and ideas for those
involved in marketing on how to incorporate environmental and social
considerations, as well as providing new perspectives on marketing for
environmental managers.

There are three sections. The first sets out the strategic issues and
rationale for green marketing; the second addresses tactical issues in
more detail; and the third provides detailed case studies from around
the world. Topics addressed by the global set of contributors include:

- Services as substitutes for products
- Sustainable product development
- Green marketing alliances
- Environmental communications
- Green consumers
- Eco-tourism
- Environmental marketing in developing countries


As the book clearly demonstrates, there are ample opportunities for
firms to green marketing profitably and to achieve long-term business
advantage by differentiating themselves in increasingly competitive
marketplace.

'Greener Marketing: A Global Perspective on Greening Marketing Practice'

is not only a sequel to the successful first volume, but redefines
global progress towards the successful marketing of greener products and

services.


"   'Greener Marketing: A Global Perspective on Greening Marketing
Practice' is a practical guide for the business executive, manager and
business student who wants to learn what the winners are doing and how
to be successful in communicating to the market. The international team
of contributors assembled here provide an impressive 25 chapters on
strategic development, 'greening' the marketing mix and case studies
that demonstrate that innovation is the key to sustainability."
Lutz-Guenther Scheidt
Director, Environmental Center Europe, Sony International (Europe) GmbH


Table of Contents

Foreword, Lutz-Guenther Scheidt, Sony International, Germany
Introduction, Martin Charter, Centre for Sustainable Design, UK, and
Michael Jay Polonsky, University of Newcastle, Australia

Section 1: Strategic Developments
1. 'Corporate Environmentalism and the Greening of Strategic Marketing:
Implications for Marketing Theory and Practice', Subhabrata Bobby
Banerjee, RMIT University, Australia
2. 'Reviewing Corporate Environmental Strategy: Patterns, Positions and
Predicaments for an Uncertain Future', Walter Wehrmeyer, University of
Surrey, UK
3. 'Rethinking Marketing: Shifting to a Greener Paradigm', Ken Peattie,
Cardiff Business School, UK

Section 2: Greening the 'Marketing Mix'
4. 'Achieving Sustainability: Five Strategies for Stimulating
Out-of-the-Box Thinking Regarding Environmentally Preferable Products
and Services', Jacquelyn A. Ottman, J. Ottman Consulting, Inc., USA
5. 'Eco-Marketing 2005: Performance Sales instead of Product Sales',
Frank Martin Belz, University of St Gallen, Switzerland
6. 'Innovation of Eco-Efficient Services: Increasing the Efficiency of
Products and Services', Kai Hockerts, University of St Gallen,
Switzerland
7. 'Management of Environmental New Product Development', Devashish
Pujari and Gillian Wright, University of Bradford, UK
8. 'Designing and Marketing Greener Products: The Hoover Case', Robin
Roy, Open University, UK
9. 'Eco-Innovation: Rethinking Future Business Products and Services',
Colin Beard and Rainer Hartmann, Sheffield Hallam University, UK
10. 'Green Alliances: Environmental Groups as Strategic Bridges to Other

Stakeholders', Cathy L. Hartman and Edwin R. Stafford, Utah State
University, USA, and Michael Jay Polonsky, University of Newcastle,
Australia
11. 'How to Select Good Alliance Partners', Easwar S. Iyer and Sara
Gooding-Williams, University of Massachusetts, USA
12. 'Growing Credibility through Dialogue: Experiences in Germany and
the USA', Katharina Zoeller, Centre of Technology Assessment, Germany
13. 'Building Environmental Credibility: From Action to Words', Lassi
Linnanen and Elina Markkanen, Gaia Network Oy, Finland, and Leena
Ilmola, Promotiva Ltd, Finland
14. 'Factors Affecting the Acquisition of Energy-Efficient Durable
Goods', Hannu Kuusela, University of Tampere, Finland, and Mark T.
Spence, Southern Connecticut University, USA
15. 'Greening the Brand: Environmental Marketing Strategies and the
American Consumer', Daniel S. Ackerstein, Walsh International, USA, and
Katherine A. Lemon, Harvard Business School, USA
16. 'Environmental Performance: What is it Worth?, A Case Study of
"Business-to-Business" Consumers', Graham Earl, Arthur D. Little, UK,
and Roland Clift, University of Surrey, UK

Section 3: Case Studies
17. 'Coming out of their Shell: Brent Spar', Alan Neale, East London
Business School, UK
18. 'The Body Shop International plc: The Marketing of Principles along
with Products', Kate Kearins, University of Waikato, New Zealand, and
Babs Klyn, Ministry of Commerce, New Zealand
19. 'Greening Agroindustry in Costa Rica: A Guide to Environmental
Certification', Rebecca Winthrop, Cultural Solutions, USA
20. 'ja!Natuerlich: A Success Story', Sonja Grabner-Kraeuter and
Alexander
Schwarz-Musch, University of Klagenfurt, Austria
21. 'Green Marketing of Green Places: The Tasmania Experience', Dallas
G. Hanson, Rhett H. Walker and John Steen, University of Tasmania,
Australia
22. 'Green Strategies in Developing Economies: A South-East Asian
Perspective', John E. Butler, University of Washington, USA, and
Suthisak Kraisornsuthasinee, Thammasat University, Thailand
23. 'The Tainting of a Green Titan: The Petroleum Authority of
Thailand', Suthisak Kraisornsuthasinee, Thammasat University, Thailand,
and John E. Butler, University of Washington, USA
24. 'Green Power: Designing a Green Electricity Marketing Strategy',
Norbert Wohlgemuth and Michael Getzner, University of Klagenfurt,
Austria, and Jacob Park, United Nations University, USA
25. 'Exploring Organisational Recycling Market Development: The
Texas-Mexico Border', John Cox, Campbellsville University, USA, Joseph
Sarkis, Clark University, USA, and Wayne Wells, University of
Texas-Brownsville, USA

To order this title, please contact:

Samantha Self
Greenleaf Publishing
Aizlewood Business Centre
Aizlewood's Mill
Nursery Street
Sheffield S3 8GG
UK
Tel: +44 (0)114 282 3475
Fax: +44 (0)114 282 3476
E-mail: greenleaf@worldscope.co.uk

http://www.greenleaf-publishing.com