GREEN READS: Part 6 - Green Marketing

Dispatch from the SSC Team

This series of "green reads" provides a snapshot into the most important books in sustainability.  We've divided them up into categories -- be sure to check out the whole series!

And now, part six ... all about your Green Marketing.

The Green Marketing Manifesto

Author: John Grant (Pages 320)

The Green Marketing Manifesto provides a roadmap on how to organize green marketing effectively and sustainably.  It offers a fresh start for green marketing, one that provides a practical and ingenious approach. The book offers many examples from companies and brands who are making headway in this difficult arena, such as Marks & Spencer, Sky, Virgin, Toyota, Tesco, O2 to give an indication of the potential of this route. John Grant creates a ‘Green Matrix’ as a tool for examining current practice and the practice that the future needs to embrace. This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful green marketing.

Why we chose it: well-reviewed by Reuters, CNBC European Business, The Drum, The Marketer, among others

Published: January 2008

Green Marketing: Opportunities for Innovation

Author: Jacquelyn A. Ottoman (Pages 288)

Green Marketing: Opportunity for Innovation is a thoroughly updated version of an award-winning text on green marketing by Jacquelyn Ottman, an internationally recognized consultant to industry and government. Describes current state of green consumerism, analyzes success strategies and points direction for the future. Lively case studies and examples show how today's brand of green marketing strategies can lead to profits, increased market share and a means to dialogue with and educate the public. The first edition was hailed as "the definitive work on the subject" by the American Marketing Assocation and lauded as one of the top busines books of 1993.

Why we chose it: Hailed as the “definitive text on the subject” by the American Marketing Association, this groundbreaking book is written by the pioneer in green marketing

Published: April 2004

Sustainability Marketing: A Global Perspective

Author: Frank-Martin Belz and Ken Peattie (Pages 306)

Sustainability Marketing: A Global Perspective provides a new sustainability-oriented vision of marketing for the twenty-first century. It has a consumer marketing focus with an emphasis on integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. The book shows how the complexities of sustainability issues can be integrated into marketing decisions through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented ‘4 Ps’; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them.

Why we chose it: The authors have between them more than 36 years of research experience and many years of experience teaching sustainability marketing concepts in the classroom

Published: August 2009

Sustainable Marketing: Managerial-Ecological issues

Author: Dr. Donald A. Fuller (Pages 407)

There has long been a gap for a text that bridges the fundamental ecological issues facing society and modern marketing. This is that text. Following an ecological imperative, Fuller, explores the reasons for studying sustainable marketing in 8 key chapters which encompass strategy, products, channel networks, Communications, pricing and market development. At a time when one is looking at global warming, hydrocarbon taxes, air and water pollution and increased incidences of respiratory diseases this is a very opportune text.

Why we chose it: Peter Gillett, professor at Rutgers Business school reviewed this book: "This is the most authoritative and carefully and thoroughly documented treatment of what is generally known as green marketing that I’m aware of."

Published: February 1999