How to Reach the Green Consumer—and Make a Whole Lot More Profit: Cost-Cutting, Revenue-Building Green Marketing Strategies are Easy to Implement

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Green business not only doesn't have to cost more, it can be a huge help to the bottom line--IF it's marketed properly. Guerrilla Marketing Goes Green is the roadmap to turn your Green commitment into happy customers and bigger profits.

harness economic power--the strength of consumers, investors, businesses, and the marketplace--to create a socially just and environmentally sustainable society.

Some "experts" say it costs too much to make your business Green. They claim that cheaters like Bernie Madoff are the ones who get ahead in the corporate world. They say that being nice to customers and even competitors, or providing any amenities, is foolishness.

Is that any way to run a business? You bet it ISN'T! Jay Conrad Levinson--originator of Guerrilla Marketing, United's Friendly Skies, and Allstate's Good Hands--and award-winning marketing author/lifelong environmental activist Shel Horowitz team up to prove these naysayers wrong. In their latest book, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (John Wiley & Sons, 2010, $21.95), these two true marketing experts offer a drastically more positive formula:

  •     Green and ethical businesses are actually more likely to succeed--IF they understand how to turn those commitments into marketing advantages
  •     The costs of going Green can actually be lower than the costs of continuing to pollute
  •     Green, ethical companies can slash marketing costs and at the same time boost response--by forming alliances with organizations that reach their target audience, by turning customers and even competitors into brand ambassadors, and by harnessing the power of their commitment to gain coverage in both traditional and social media

"Yes, you want to build trust through your integrity--and you also want to build profits. Guerrilla Marketing Goes Green shows how to leverage both character and competence into profitable business ventures…Yes, you want your business to be as eco-friendly as possible. And you want to use that eco-friendliness to create swarms of eager customers, all but beating down your door for the privilege of doing business with you."
-- From the Foreword by Stephen M.R. Covey, bestselling author of The Speed of Trust

The book was only the fifth ever to be named an “Indie Groundbreaking Book” by Independent Publisher Magazine. It has received more than 50 endorsements from prominent marketers and environmental leaders, and has sold rights to Italian, Turkish, and audiobook editions. It has been on at least one category bestseller list for six months, reaching #1 in April.

Jay Conrad Levinson released the first of more than 60 Guerrilla Marketing books in 1984, after a corporate marketing career that included being on the creative team that developed the Marlboro Man. A household name in the marketing world, he's sold more than 20,000,000 books.

Shel Horowitz has been both an environmental activist/organizer and a marketer since 1972 (as a 15-year-old high school student). A world-renowned marketing consultant and award-winning 8-time author, he's participated actively in major environmental and social change movements. He is the Founder of the International Association of Earth-Conscious Marketers and the author of the Green and Profitable syndicated column.

A portion of the authors' net profits from the book launch was donated to Green America, a not-for-profit organization founded in 1982 (as Co-op America) with a mission to "harness economic power--the strength of consumers, investors, businesses, and the marketplace--to create a socially just and environmentally sustainable society."

Guerrilla Marketing Goes Green By Jay Conrad Levinson and Shel Horowitz, foreword by Stephen M.R. Covey, ISBN 978-0-470-40951-0, $21.95 trade paperback
Review copy requests: Heather Condon, 201-748-6017, hcondon(at)wiley(dot)com
Interview requests: Shel Horowitz, 413-586-2388, shel(at)principledprofit(dot)com, @ShelHorowitz
Tags: guerrilla marketing, environmental activist, green business, ethical marketing, business ethics, Jay Conrad Levinson, Shel Horowitz, Stephen M.R. Covey


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