Ever felt a slightly uneasy with marketing claiming for sustainability? Well, there might be an answer: John Grant explores marketing strategies that not merely pretend to be responsible for economic reasons but that are based on a sincere belief to do good. His recently launched book “The Green Marketing Manifesto” seems to be a true source for inspiration on how companies might find an approach on CSR that actually affects business strategies. John Grant offers extensive case studies on companies such as Marks&Spencer or Toyota showing a corporate behaviour that not only positively supports public image but also drives economic growth.
A nice lesson on authenticity as well as on consistency in your strategies and a slap in the face for companies that still don’t get it by considering CSR a purely image-related marketing tool.
Hi, thanks for the link, if you send me a snail mail address at thejohngrant@btinternet.com I’ll send you a signed copy.
Re your masters thesis: Alex Wipperfurth is a really good friend of mine & has been working on a new book called ‘the myth of co-creation’ or something like that. Let me know if you want me to put you in touch with him. :J
Interesting, I’ll have to check out the manifesto. The alleged conflict between profit motive and social responsibility was one of my favorite topics in grad school. I always look for ways to support an argument against Milton Friedman’s general ideas on social responsibility
Cheers!