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Can marketing save the planet? = 101...

Carvill, Michelle, (1969-)

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Can marketing save the planet? = 101 practical ways to use sustainable marketing as a force for good /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Can marketing save the planet?/ Michelle Carvill and Gemma Butler.
其他題名:	101 practical ways to use sustainable marketing as a force for good /
作者:	Carvill, Michelle,
其他作者:	Butler, Gemma.
出版者:	London :Bloomsbury Business, : 2024.,
面頁冊數:	1 online resource (278 p.) :ill.
內容註:	Introduction -- Part 1: Situation Analysis. Earth as a stakeholder -- UN Sustainable Development Goals - the blueprint for the future -- The Paris Agreement - a global problem -- IPCC - it's all there in the science -- Regulation and the changing landscape - determining what you do -- Greenwashing - know the regulation -- B Corp and the rise of social impact organizations -- The need for systemic change -- Purpose - beyond the words -- Values - the need for change -- Circular economy - driving innovation and opportunity -- Circular economy - reducing waste -- Cost savings - behind the growth -- A new customer journey -- Gen Z - the largest generation in history -- Eco anxiety - it's real and growing -- Part 2: Objectives and Goals. Transparency and trust - the foundation of your sustainable agenda -- The role of business in driving a more sustainable future -- Brand reputation and sustainability go hand in hand -- Sustainability reports - their role and relevance -- Sustainable development plans - stop looking for shortcuts -- Carbon footprint - a new organizational priority -- New Zero - an absolute priority -- Carbon footprint - it starts with you -- Carbon footprint - working as industries is vital -- Carbon reduction and offsetting - levers and effectiveness -- Making sustainability a role for every employee -- Customers - one of your most critical stakeholders -- Employees - one of your most critical stakeholders -- The important shift from transactional to long-term relationships -- Green products without reducing consumption is just substitution -- The move from making normal things seem green, to making green things seem normal -- Brainprint - time for a change -- Doing more with less- yes, you read that correctly -- Regenerative business - beyond sustainability -- Part 3: Strategy. Incorporating SDGs - bring the blueprint for a better world into your strategy -- Sustainability - a core part of organizational strategy, not a nice to have -- Sustainable leadership - the importance of buy-in and support -- Purpose washing - how to avoid it and where to start -- Green jobs - everyone will have a green job, one way or another -- New skillsets - reskill to progress your sustainable development -- carbon literacy - a core skill -- Race to zero - what you need to know -- Changing behaviours is key - but are you considering attitudes? -- Degrowth, demarketing - a better way of doing and communicating -- Working together v competing - collaborative advantage -- Convenience trumps sustainability - does that make sustainability inconvenient? -- Telling a different story - the current oneis killing us (literally) -- The power of effective communication -- The evolution of advertising agencies - what could that look like? -- Strategic partnerships come in all different shapes and sizes -- Working with NGOs - if you're not serious about sustainability -- Working with activists -- The intention-action gap - is it real? How to close it -- The value of social marketing -- The sharing economy - a business opportunity -- Innovation - the key to a more sustainable future -- Can you really serve both the good and the bad? -- Supply chain partners - why they matter -- Starting with waste - make reducing waste a priority -- The importance of education and continual learning -- Part 4: Tactics. Internal collaboration (employees) - an absolute must -- External collaboration - bringing your customers with you -- Rethinking the 7 Ps through a Sustainable Marketing lens.
內容註:	Sustainable investing - do you consider your options? -- Industries working together to reduce negative impacts have a stronger voice -- SMEs - small but mighty -- Advertising - it's time to take responsibility for people and planet-- The role of content - and how to use it effectively -- The importance of the words and language we use -- Meeting your audience where they are -- Carrot v stick / nudging v telling -- Word of mouth - online and offline (they both matter) -- Social media - how to share your sustainability story -- Emails - mind over matter -- Greener websites - make your 'www.' more sustainable -- Greening your digital spend -- Digital carbon footprint - the GHG emitter we don't consider -- Tapping into green influencers to help drive sustainable action -- Sustainable events - making them greener from idea to execution -- Retention - wrapping a service around what you do -- Subscription - how to drive engagement with a sustainable lens -- Leasing - a more sustainable approach for business -- Refill and prefill - an opportunity to drive loyalty -- Repair - how to drive engagement -- Return and recycle - definitely NOT the answers - must do better -- Packaging -what to consider -- Eco labelling - confusion or clarity? -- Cross-industry collaboration - a collective opportunity -- Part 5: Measurements and KPIs. A common framework - why we need a global approach -- ESG and beyond - why Marketers need to know -- Corporate Social Responsibility (CSR) - what does good act like? -- Measuring your marketing impact -- New KPIs - selling feeling good over products -- Carbon budgets - what this means for Marketers -- Some science: the carbon balance - and a reminder that nature is our biggest ally -- Carbon calculators - measuring so you can manage -- Well-being and happiness leads us naturally to a more sustainable way of life -- Your personal well-being - how are you going totake care of yourself? -- The tribal wisdom of the Dakota Indians -- Commit to Using your skills as a force for good.
標題:	Green marketing. -
電子資源:	https://doi.org/10.5040/9781399411226?locatt=label:secondary_bloomsburyCollections
ISBN:	9781399411226

Can marketing save the planet? = 101 practical ways to use sustainable marketing as a force for good /
Carvill, Michelle,1969-

Can marketing save the planet?101 practical ways to use sustainable marketing as a force for good /[electronic resource] :Michelle Carvill and Gemma Butler. - London :Bloomsbury Business,2024. - 1 online resource (278 p.) :ill.

Includes bibliographical references and index.

Introduction -- Part 1: Situation Analysis. Earth as a stakeholder -- UN Sustainable Development Goals - the blueprint for the future -- The Paris Agreement - a global problem -- IPCC - it's all there in the science -- Regulation and the changing landscape - determining what you do -- Greenwashing - know the regulation -- B Corp and the rise of social impact organizations -- The need for systemic change -- Purpose - beyond the words -- Values - the need for change -- Circular economy - driving innovation and opportunity -- Circular economy - reducing waste -- Cost savings - behind the growth -- A new customer journey -- Gen Z - the largest generation in history -- Eco anxiety - it's real and growing -- Part 2: Objectives and Goals. Transparency and trust - the foundation of your sustainable agenda -- The role of business in driving a more sustainable future -- Brand reputation and sustainability go hand in hand -- Sustainability reports - their role and relevance -- Sustainable development plans - stop looking for shortcuts -- Carbon footprint - a new organizational priority -- New Zero - an absolute priority -- Carbon footprint - it starts with you -- Carbon footprint - working as industries is vital -- Carbon reduction and offsetting - levers and effectiveness -- Making sustainability a role for every employee -- Customers - one of your most critical stakeholders -- Employees - one of your most critical stakeholders -- The important shift from transactional to long-term relationships -- Green products without reducing consumption is just substitution -- The move from making normal things seem green, to making green things seem normal -- Brainprint - time for a change -- Doing more with less- yes, you read that correctly -- Regenerative business - beyond sustainability -- Part 3: Strategy. Incorporating SDGs - bring the blueprint for a better world into your strategy -- Sustainability - a core part of organizational strategy, not a nice to have -- Sustainable leadership - the importance of buy-in and support -- Purpose washing - how to avoid it and where to start -- Green jobs - everyone will have a green job, one way or another -- New skillsets - reskill to progress your sustainable development -- carbon literacy - a core skill -- Race to zero - what you need to know -- Changing behaviours is key - but are you considering attitudes? -- Degrowth, demarketing - a better way of doing and communicating -- Working together v competing - collaborative advantage -- Convenience trumps sustainability - does that make sustainability inconvenient? -- Telling a different story - the current oneis killing us (literally) -- The power of effective communication -- The evolution of advertising agencies - what could that look like? -- Strategic partnerships come in all different shapes and sizes -- Working with NGOs - if you're not serious about sustainability -- Working with activists -- The intention-action gap - is it real? How to close it -- The value of social marketing -- The sharing economy - a business opportunity -- Innovation - the key to a more sustainable future -- Can you really serve both the good and the bad? -- Supply chain partners - why they matter -- Starting with waste - make reducing waste a priority -- The importance of education and continual learning -- Part 4: Tactics. Internal collaboration (employees) - an absolute must -- External collaboration - bringing your customers with you -- Rethinking the 7 Ps through a Sustainable Marketing lens.

An exploration of some of the most high profile environmental and sustainability challenges facing businesses and consumers, and 101 of the most practical solutions from the world of marketing. In our fast-moving and consumer-drivenworld - in which more than 10 million people are Marketers - social and environmental issues are increasingly being moved to the top of boardroom agendas. Each and every company, and therefore every marketer, has a responsibility to learn about the changing landscape in which they operate, and to adapt their skills, creativity and influence accordingly. From the authors of Sustainable Marketing, awarded Highly Commended at the Business Book Awards 2022, Can Marketing Save thePlanet? is the ultimate guidebook for this journey, taking a deep dive into some of the most high profile subjects and solutions that every marketer needs to know about. It details the main priorities that companies should consider, and providesa 101-topic directory of the practical and realistic ways in which marketers can drive positive impact, showing that, even in the age of consumerism, marketing CAN be a force for good. -- Provided by publisher.

Michelle Carvill is a strategic marketer and Sustainable Marketing consultant. Co-Founder and Podcast Host at Can Marketing Save the Planet Ltd, a company on a mission to support responsible marketing through educating and supporting the approximate 10.6 million Marketers on the planet. Awarded 'Outstanding Contribution to Marketing' in 2022 for driving sustainable marketing transformation. Six-time published author. Recognized as one of the UK's Top 100 InspirationalBusiness Women in 2021. Gemma Butler is Co-Founder/Director at Can Marketing Save the Planet Ltd where alongside Michelle they champion sustainable marketing and leadership, and co-host the podcast series by the same name. Former MarketingDirector at the Chartered Institute of Marketing, Gemma continues to develop qualifications and training focused on educating Marketers and business across the world.

ISBN: 9781399411226Subjects--Topical Terms:

556558
Green marketing.
Index Terms--Genre/Form:

542853
Electronic books.

LC Class. No.: HF5413 / .C38 2024eb

Dewey Class. No.: 658.8/02

Can marketing save the planet? = 101 practical ways to use sustainable marketing as a force for good /
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505 0 $a Sustainable investing - do you consider your options? -- Industries working together to reduce negative impacts have a stronger voice -- SMEs - small but mighty -- Advertising - it's time to take responsibility for people and planet-- The role of content - and how to use it effectively -- The importance of the words and language we use -- Meeting your audience where they are -- Carrot v stick / nudging v telling -- Word of mouth - online and offline (they both matter) -- Social media - how to share your sustainability story -- Emails - mind over matter -- Greener websites - make your 'www.' more sustainable -- Greening your digital spend -- Digital carbon footprint - the GHG emitter we don't consider -- Tapping into green influencers to help drive sustainable action -- Sustainable events - making them greener from idea to execution -- Retention - wrapping a service around what you do -- Subscription - how to drive engagement with a sustainable lens -- Leasing - a more sustainable approach for business -- Refill and prefill - an opportunity to drive loyalty -- Repair - how to drive engagement -- Return and recycle - definitely NOT the answers - must do better -- Packaging -what to consider -- Eco labelling - confusion or clarity? -- Cross-industry collaboration - a collective opportunity -- Part 5: Measurements and KPIs. A common framework - why we need a global approach -- ESG and beyond - why Marketers need to know -- Corporate Social Responsibility (CSR) - what does good act like? -- Measuring your marketing impact -- New KPIs - selling feeling good over products -- Carbon budgets - what this means for Marketers -- Some science: the carbon balance - and a reminder that nature is our biggest ally -- Carbon calculators - measuring so you can manage -- Well-being and happiness leads us naturally to a more sustainable way of life -- Your personal well-being - how are you going totake care of yourself? -- The tribal wisdom of the Dakota Indians -- Commit to Using your skills as a force for good.
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