Ever been annoyed with the myriad of marketing claims of a product's sustainability credentials? Wondered if they really meant anything or they were simply just trying to squeeze more money out of consumers by triggering the guilt reponse?
Well, the answer may lie in the hands of John Grant! In his recently launched book “The Green Marketing Manifesto”, Grant explores marketing strategies, through an extensive use of case studies from the likes of Marks&Spencer in the UK & Toyota, that don't just pretend to be financially responsible but are based on a authentic belief in the power to do good. It's a down to earth practical guide that's a true source for inspiration on how organisations can find an approach to corporate social responsibility that actually affects business strategies and the triple bottom line.
Check out John talking about this at the Green Marketing Manifesto book launch:
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