The Green Marketing Manifesto
by John Grant
In The Green Marketing Manifesto, John Grant, a marketing professional with over 20 years’ experience, provides a green marketing blueprint for people in the field of marketing. He outlines three approaches – green, greener and greenest – for using new media technologies to convince consumers to make lifestyle changes that are necessary to help save the environment.
Grant also stresses that green marketing and being profitable are not mutually exclusive. He proposes that all companies should embrace green marketing because it will help them make money and because it is the right thing to do.