Green Marketing: Opportunity for Innovation Essay

678 Words Feb 2nd, 2016 3 Pages
When I reviewed the first edition of this book in 1994 I compared it to one of the self-help books that are so popular in America.
It was snappy, informative, clearly focused and tends to make you enthusiastic about wanting to get out there and do things differently and better. However, it also shared the typical weaknesses of such books of tending to reduce the greening challenge into relatively simple checklists of things you can do to create a greener company around yourself.
The second edition is a larger, glossier and more substantial affair, and it has begun to get to grips with some of the difficulties involved in the greening of companies rather than just focusing on the necessities and the opportunities. So new chapters
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This is reflected in the case study choice and the handling of many specific issues. The vignette case studies are interesting and are helpful in keeping the discussion lively and closely tied to the realities of business. The companies used however are all
American (or in a couple of cases represent European companies’ experience in America) and are often relatively obscure, which will limit the book’s appeal outside of the US. The issue of accuracy and honesty in environmental marketing claims is a very important issue, but the book deals with it almost entirely within the framework of adhering to Federal Trade Commission Guidelines. At a more fundamental level, America, as the most extreme example of a consumer-orientated society, is the place in which the difficulties of dealing with the environment within the existing marketing paradigm
become most apparent. Although the book calls for a new marketing paradigm, most of what it proposes looks very like the old one, in which it is assumed that consumer sovereignty operating within free markets will drive companies to improve their products in search of opportunity and profit. The marketing focus of the book is also a very narrow one, dominated by issues relating to end consumers, product development and product-based communication. To make

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