Grow your green marketing plan
from ASAE Associations Now
As associations develop environmentally friendly products, their marketing methods must also evolve to appeal to the demand for "green." But green marketing is more than just focusing on Mother Earth, says Jacquelyn Ottman, author of "The New Rules of Green Marketing." Ottman defines green marketing as "the development and communication of products and services that are environmentally preferable to conventional alternatives." It's more complex than traditional marketing, but organizations must develop this competency if they want new opportunities to sell to members and others, she says.
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