Talk the Walk

Talk the Walk

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Can corporate marketing foster sustainable consumption? Is there a strong business case? What are the key factors for successful marketing strategies and communication campaigns in that field? In answering these questions this book provides: a summary of existing research on consumers' attitudes towards green products; analysis of various marketing strategies and campaigns from pioneers companies and mainstream groups in sectors like clothing, cosmetics, food retail, and automotive; tips to communicate effectively and a practical toolbox for practitioners. This publication has been produced by UNEP, the Global Compact Office and Utopies (a French consultancy firm specialized in sustainable development strategies).a€œThe learning from the previous positioning as a green car is that an eco-car is perceived as a strange model that sacrifices ... do not communicate the minimum informational content required to understand the environmental benefit vs competition. ... descriptions (Toyota), real time estimates of fuel savings realized thanks to the products in use (Toyota), or quiz (Ford). ... cars promotional websites Honda Ford Escape Hybridanbsp;...

Title:Talk the Walk
Author:Stanislas Dupré, United Nations Environment Programme, United Nations. Global Compact Office, Utopies
Publisher:UNEP/Earthprint - 2005


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