The Myth of Green Marketing

Tending Our Goats at the Edge of Apocalypse

The Myth of Green Marketing

In this groundbreaking study, Toby Smith analyses the role that social myths such as green marketing play in public understanding of the environmental crisis. This book introduces the concept of hegemony into environmental politics, using the concept to elucidate the political, economic, and social alliance that sustains our belief in industrial expansionism. The ecological crisis of the late twentieth century presents a challenge to the very foundations of this alliance. The hegemonic system reacts to a threat to its structure by producing social myths that provide a common sense understanding of the threat. Smith examines one such social myth, the contemporary phenomenon known as green marketing, and how it came to reinforce, rather than challenge, the ethics of productivism. By analysing green marketing as it relates primarily to the early 1990s corporate campaigns of companies such as McDonald's, Shell Chemicals, and Mobil Chemical Co., Smith demonstrates how these voices weave together an understanding of green consumerism using familiar language from economic and liberal democratic discourses. The Myth of Green Marketing is an original and important contribution to the field of environmental studies. As the first book on green marketing, it is sure to raise controversy with its unique discussion of the cultural and social aspects of environmental issues.

Quantitative Marketing and Marketing Management

Marketing Models and Methods in Theory and Practice

Quantitative Marketing and Marketing Management

Quantitative marketing has been gaining importance during the last decade. This is indicated by the growing number of model- and method-oriented studies published in leading journals as well as by the many successful applications of quantitative approaches in pricing, advertising, new product planning, and market segmentation decisions. In addition, market research has clearly benefitted from applying advanced quantitative models and methods in practice. Some 60 researchers – among them worldwide leading scholars – offer a broad overview of quantitative approaches in marketing. They not only highlight diverse mathematical and methodological perspectives, but also demonstrate the relevance and practical consequences of applying quantitative approaches to marketing problems.

Environmental Communication and the Public Sphere

Environmental Communication and the Public Sphere

The Third Edition of Environmental Communication and the Public Sphere by Robert Cox remains the only comprehensive introduction to the growing field of environmental communication. This innovative book focuses on the role that human communication plays in influencing the ways we perceive the environment. It also examines how we define environmental “problems” and decide what actions to take with regards to the natural world.

Marketing Theory

A Student Text

Marketing Theory

Electronic Inspection Copy available for instructors here Building on the popularity of the first edition, published in 2000, the Second Edition brings together revised and new, original chapters from an outstanding team of contributors providing an authoritative overview of the theoretical foundations and current status of thinking on topics central to the discipline and practice of marketing. Summary of key features: - A marketing theory text written specifically for students - Provides an introduction and overview of the role of theory in marketing - Contributors are leading, well-established authorities in their fields - Explains key concepts for students in a clear, readable and concise manner. - Provides full, in-depth coverage of all topics, with recommended further readings

Global Denim

Global Denim

On any given day nearly half the world's population is wearing blue jeans. This is entirely extraordinary. Yet there has never been a serious attempt to understand the causes, nature and consequences of denim as 'the' global garment of our world. This book takes up that challenge with gusto. It gives clear, if surprising, explanations for why this is the case, challenging the accepted history of jeans and showing why the reasons cannot be commercial. While discussing the consequences of denim at the global level, the book consists of some exemplary studies by anthropologists of what blue jeans mean in a variety of local situations. These range from the discussion of hip-hop jeans in Germany, denim and sex in Milan through to the connection between denim and recycling in the US. But through all these intensively researched ethnographies of local denim we build our understanding of the most curious of all features of blue jeans - the rise of global denim.

Age of Icons

Exploring Philanthrocapitalism in the Contemporary World

Age of Icons

Celebrities are increasingly front and centre in public debates on everything from solving world poverty to halting genocide, confronting obesity, and finding spiritual contentment. Bono, Bill Gates, Al Gore, Bob Geldof, Oprah, Madonna, and Angelina Jolie are just some of the entertainers, politicians, pundits, elite business people, and policy-makers whose highly visible political activism has become an integral part of their public personas. These pop icons tend to be celebrated as “philanthrocapitalists” with a unique ability to remedy the world’s problems. However, as Age of Icons demonstrates, the solutions these icons promote for addressing global injustice, when examined critically, can be seen to work through the very same institutions that create these problems in the first place. This volume assesses the growing role of popular icons in the construction of a culture that appears to incorporate a critical attitude towards the capitalist experience while, in fact, legitimizing the neoliberal character of the modern world. It will be an eye-opening read for anyone interested in the juncture between current events and celebrity culture.

The New Rules of Green Marketing

Strategies, Tools, and Inspiration for Sustainable Branding

The New Rules of Green Marketing

Green products have been around since the 1970s, but it’s only in recent years that they’ve become ubiquitous. It’s not because consumers suddenly prize sustainability above all. It’s because savvy green marketers are no longer trying to “sell the earth”—instead they’re promoting the value their products provide: better health, superior performance, good taste, cost-effectiveness, or simply convenience. This central emphasis on primary benefits—the new rules—is critical to winning over the mainstream consumer. The New Rules of Green Marketing helps readers understand why value-based sustainability marketing has become a critical organizational capacity and how they themselves can adopt this approach. Drawing on the latest data from leading researchers and reflecting on learnings from her corporate clients and other pioneers—including GE, Nike, Method, Starbucks, Timberland, HP, NatureWorks, Procter & Gamble, Stonyfield Farm, and Wal-Mart—Ottman provides practical strategies, tools, and inspiration for building every aspect of a credible value-based green marketing strategy. She covers using a proactive approach to sustainability to spur innovation, developing products that are green throughout their life cycle, communicating credibly to avoid accusations of “greenwashing,” teaming up with stakeholders to maximize outreach to consumers, taking advantage of social media, and much more. This book takes the best of Ottman’s previous groundbreaking work it into the 21st century. Her new rules relegate traditional “green guilt” approaches to the recycling bin of history, break green products out of their niche and, ultimately do a far better job of advancing the triple bottom line of people, profits, and planet.

The Green Marketing Manifesto

The Green Marketing Manifesto

We are currently eating, sleeping and breathing a new found religion of everything ‘green’. At the very heart of responsibility is industry and commerce, with everyone now racing to create their ‘environmental’ business strategy. In line with this awareness, there is much discussion about the ‘green marketing opportunity’ as a means of jumping on this bandwagon. We need to find a sustainable marketing that actually delivers on green objectives, not green theming. Marketers need to give up the many strategies and approaches that made sense in pure commercial terms but which are unsustainable. True green marketing must go beyond the ad models where everything is another excuse to make a brand look good; we need a green marketing that does good. 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. Includes a foreword by Jonathon Porritt.

The Myths of Technology

Innovation and Inequality

The Myths of Technology

This book questions whether technologies are the rational, tangible, scientific, forward-thinking, neutral objects they are so often perceived to be, exploring instead how powerful, mythic ideas about technologies drive our social understanding and our expectations of them. Against a rising tide of information, we encounter significant technological, scientific, and medical advances which promise to create an educated, humane, and equal world. This book explores that promise, deconstructing technologies to conclude that though they do afford us significant and empowering advances, they remain largely cloaked in mystery, and often promise more than they can deliver. Contributors from diverse intellectual backgrounds and political and epistemological stances - spanning sociology and psychosocial investigations, innovation studies, and scientists - combine philosophical inquiry and empirical case studies to create a book which is at once provocative, innovative, and exciting in the challenges it poses.

The Myth Of Decline

The Rise of Britain Since 1945

The Myth Of Decline

This history of Britain since 1945 confronts two themes that have dominated British consciousness during the post-war era: the myth of decline and the pervasiveness of American influence. The political narrative is about the struggle to maintain a power that was illusory and, from 1960 on, to reverse an economic decline that was nearly as illusory. The British economy had its problems, which are fully analyzed; however, they were counterbalanced by an unparalleled prosperity. At the same time, there was a social and cultural revolution which resulted in a more exciting, dynamic society. While there was much American influence, there was no Americanization. American influences were incorporated with many others into a new and less stodgy British culture. Contrary to conventional wisdom, this groundbreaking book finds that the story of Britain since the war is marked not by decline but by progress on almost all fronts.