Green Marketing: What Works, What Doesn’t
Marketers have recently turned strongly to green marketing tactics as firms look for "green" business partners and businesses to jump on the corporate social responsibility bandwagon.
Because they perceive it has value, marketers are engaged in green marketing. Marketers are backing up their beliefs of the company's level of "greenness" with marketing campaigns, rather than creating green campaigns to be part of the trend (or more cynically, to deliberately shore up a known weakness).
• Define their sustainability strategies,
• Deliver a positive, sustainable image,
• Gain credibility, trust and respect, and
• Measure the results of their green initiatives and actions.
Gail is a nationally recognized speaker on a wide range of subjects and brings enthusiasm and a unique blend of experience to the podium. As an industry analyst and journalist contributing to publications in the United States, Canada, India and Brazil, she has covered a number of beats, particularly sustainability in printing and mailing, print on demand, variable data printing and direct mail.
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