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Greener Products: The Making and Marketing of Sustainable Brands de Al Iannuzzi

Greener Products: The Making and Marketing of Sustainable Brands

Autor Al Iannuzzi
en Limba Engleză Paperback – 21 aug 2024
Sustainability and its competitive advantage are the goals of every company and any brand that wants to stay successful in the marketplace. Customers also gravitate to brands that manage sustainability issues well. Greener Products: The Making and Marketing of Sustainable Brands written by a renowned sustainability expert, continues to address the latest developments in the extremely fast-moving field of sustainability. The third edition is thoroughly updated, introduces new case studies, and includes a new chapter on green marketing. With over 40 case studies, it explores the best practices of leading global companies and helps readers learn what it is that makes them successful.
New in the Third Edition:
  • Presents, in a practical way, the best practices of sustainable brands in a global economy.
  • Addresses the most current sustainability topics like circular economy, plastics in the environment, biodiversity, climate change, green chemistry, etc.
  • Includes current marketing information on consumer trends to purchase greener products.
  • Incorporates the latest pressures on companies to address sustainability, retailer programs, business-to-business expectations, ESG raters, rankers, and stock funds.
  • Covers best practices of companies from various industries on how to make and market greener products.
  • Provides current tools for making products more sustainable and methods on how to market sustainable improvements.
  • Includes lecture slides available upon request for use in the classroom.
This book serves senior undergraduate and graduate students in programs focused on sustainability, as well as academics and corporate sustainability leaders. The previous versions have been used to teach courses on sustainability, product improvement, introduction to sustainability, green marketing and sustainability, and sustainability policy. Any university that teaches a course on sustainability and any company or individual interested in making and marketing more sustainable products would benefit from the new edition of this book.
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Specificații

ISBN-13: 9781032579856
ISBN-10: 1032579854
Pagini: 302
Ilustrații: 94
Dimensiuni: 156 x 234 x 21 mm
Greutate: 0.44 kg
Ediția:3
Editura: CRC Press
Colecția CRC Press
Locul publicării:Boca Raton, United States

Public țintă

Academic, Postgraduate, Professional Practice & Development, and Undergraduate Advanced

Notă biografică

Al Iannuzzi is Vice President of Sustainability at The Estée Lauder Companies where he leads enterprise-wide efforts and establishes and executes sustainability goals and objectives. He also oversees environmental sustainability programs, human rights, ESG ratings, product sustainability, and climate and energy initiatives. He is also an Adjunct Professor at Indiana University, where he teaches Product Improvement and Sustainability. Al has more than 35 years of experience in the Environment, Health, Safety and Sustainability field. Before working at The Estée Lauder Companies, he worked for Johnson & Johnson, where he led Design for the Environment and Green Marketing programs and developed sustainability strategies for the Consumer Product, Medical Device, and pharmaceutical sectors. He served as the chief architect of the Earthwards® greener product development program. Al has also worked as an environmental consultant and as a regulator for the New Jersey Department of Environmental Protection. Al has authored three books and has written numerous articles on sustainability and product stewardship.

Cuprins

Section I: The Case for Greener Products. 1. Introduction.  2. Market Drivers for Greener Products.  3. Regulatory Drivers for Greener Products. Section II: Making Greener Products.  4. Greener Product Design Examples.  5. Sustainable Innovation and Tools for Product Sustainability.  6. Biodiversity and Natural Captial.  Section III: Marketing Greener Products.  7. Green Marketing.  8. Consumer Interest in Sustainable Purchases Continues to Grow.  9. Marketing Green: Best Practices from OgilvyEarth.  10. Aspects of Green Marketing.  11. Best Practices and Conclusions. 

Recenzii

"This book is for anyone and everyone interested in cutting through the mythology, hype, and often confusion of ‘green products’. Al Iannuzzi has made it his life’s work to encourage the development and uptake of greener, more sustainable products, and this book is testament to his dedication and huge depth of knowledge and practice. What’s particularly great, is that Al has delivered a ‘goldilocks’ book, not too academic, not to light, just right. Read, learn and do."
― Dr. Sally Uren, Forum for the Future, London, United Kingdom
 
The pressures on companies to ‘go green’ and be more sustainable are real and growing. But it's now more than just greening operations; it's also about creating more sustainable products and services. We'll need companies to take this mission seriously, and Al Iannuzzi from J&J does. It's refreshing to see an executive at a leading consumer products company take a larger view of sustainability and advocate for the benefits of greener products.
― Andrew Winston, Author of Green Recovery and co-author of Green to Gold
 
If you want to know how to make your brand more sustainable and how to sell your better brand to your customers, Greener Products explains the details. As you’ll experience from reading this book, companies that use sustainability as a driver of innovation and then smartly market their benefits will win. As Al says, when you “hit the sweet spot, of having a truly greener product that is communicated in an appropriate way, everyone wins.”
― KoAnn Vikoren Skrzyniarz, Founder/Chief Catalyst & Community Builder, Sustainable Brands Worldwide
 
“The very best book on green marketing I’ve read so far.” 
― Anna Clark, Vice President & Sustainability Practice Leader, Cooksey Communications, Texas, USA
"Greener Products provides a very readable overview of the diverse issues associated with greener product development and marketing. Of note is the excellent compendium of examples of how companies are approaching product sustainability and sustainable innovation. Al's insight into tackling the 'how to do' issues associated with organisational implementation backed by a range of cases from industry is particularly useful. Greener Products would be an excellent addition to any business sustainability practitioner’s or student’s bookshelf."
― Martin Charter, Director, The Centre for Sustainable Design, UCA, UK

Descriere

Greener Products: The Making and Marketing of Sustainable Brands, Third Edition, written by a renowned sustainability expert, continues to address the latest developments in the fast-paced field of sustainability.  Thoroughly updated, it introduces new case studies and includes a new chapter on natural capital cost accounting.