Beschreibung
Yet, sustainable consumption has not yet reached the mainstream. Around 60% of peoplethe absolute majorityfind themselves at a crossroads: On the one hand, they consider sustainable behavior important; on the other, they associate it with sacrifice or higher costs. This is where the magic of marketing and communication comes into play. Marketing experts Gollnhofer and Pechmann demonstrate how marketing can become the driving force behind a successful green transformation by: Analyzing how to convince the mainstream, Offering 7 concrete customer insights Showcasing marketing best practices for the green transformation, and Introducing multiple roles for the CMOs of the future. So that people dont fear the futurebut get excited about it!
Produktsicherheitsverordnung
Hersteller:
Campus Verlag GmbH
info@campus.de
Werderstr. 10
DE 69469 Weinheim
Autorenportrait
Dr. Johanna Gollnhofer is associate professor of marketing at the University of St. Gallen, and on LinkedIn, she publishes the Green Marketing newsletter. Jan Pechmann is a consultant, entrepreneur, and founder of the agencies Diffferent and BAM! Bock auf Morgen, which advocates for sustainable marketing. He is also the initiator of the Marketing for Future Award.
Schlagzeile
The Green Transformation is the order of the day
