the new rules of green marketing- a book review

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ID: 140513
2016
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Abstract
This paper’s purpose is to provide a review of the book ”The New Rules of Green Marketing. Strategies, Tools and Inspiration for Sustainable Branding” (2011) written by Jacquelyn A. Ottman. In this sense, the book is analyzed from a personal point of view, but exposed as objective as possible. In recent years, people’s attitude changed from skepticism to positivism in what concerns green products and the trend is to include them into their lives as usual commodities. This book essentializes the new guidelines of green marketing. The most significant benefit of reading this book is that it embodies theoretical aspects with practical ones, such as concrete examples of companies involved in the green market. The book adresses multinationals, entreprises, agencies, trade associations, NGOs, government agencies involved in the green marketing environment, professors, researchers, students or any individual having an affinity for green marketing in general.
Reference Key
sandu2016sea:the Use this key to autocite in the manuscript while using SciMatic Manuscript Manager or Thesis Manager
Authors ;Raluca-Mihaela SANDU
Journal research in education
Year 2016
DOI
DOI not found
URL
http://seaopenresearch.eu/Journals/articles/SPAS_11_35.pdf
Keywords
green consumer

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