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Created by Johanna Vondeling
I'm so pleased to report that BK recently signed the author who is widely regarded as the inventor of green marketing, Jacquie Ottman. Her book, "The New Rules of Green Marketing," makes the case that green has gone mainstream. As a result, it's no longer effective to market based on "doing the right thing." Instead, marketers of green products should promote their offerings on the basis of inherent value--better taste, better gas mileage, healthier for your kids, etc. She also helps marketers avoid greenwashing and demonstrates the importance of working with colleagues in product development, to craft not only the message but also the offering itself. This book has already been adopted by the Los Angeles Community College system--one of the largest in the country--and it's not even shipping until early 2011. I guess good news spreads quickly! Feel free to contact me if you'd like to know more about this exciting publication.
Created by David Marshall
When I first interviewed with Berrett-Koehler in the early fall of 2007, I attended a BK Author Lunch presentation by Marc J. Epstein , author of Making Sustainability Work , co-published by Pearson and Berrett-Koehler. He is a Distinguished Research Professor of Management at Jones Graduate School of Management at Rice University in Houston, Texas. and writes about the practicality and good sense of using sustainable practices in business, not just mouthing the words for good PR value. It has been out almost two years now and is still selling strongly. Thank you, Marc for writing such a valuable book on global sustainability.