Bücher zum Thema Marketing und Verkauf

Business

The 60% Potential

The 60% Potential

Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption

Business

The 60% Potential

Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption

Über das Buch

Around 60% of people are unsure where they stand: on one hand, they view green consumption and sustainable behavior as important; on the other, they associate these with buzzkills like rationality, sacrifice, or higher costs.

This group represents the 60% potential for companies — mainstream consumers often overlooked in the ideological battles between Eco-Fans and Eco-Grouches. Yet it’s precisely this group that needs to be inspired to embrace green consumption. They offer enormous potential — not just for the environment, but also for revenue growth!

This book explores how the 60% think and act. Understanding this group is key to unlocking their potential and is essential for marketing professionals, sustainability teams, green start-ups, and companies undergoing transformation.

With the five CMO jobs, Gollnhofer and Pechmann show how marketing can become part of the solution — and how to win over mainstream consumers for sustainable consumption.

 

This book provides insight into:

• Why the majority of people — the so-called 60% potential — struggle with sustainable consumption,

• Seven key customer insights to better understand this group,

• How the 60% differ from Eco-Fans,

• How companies and start-ups can escape the Eco-Trap,

• The five essential CMO jobs needed to unlock the 60% potential and align sustainability with business success.

Packed with practical examples from both established companies and start-ups.

 

» Rich in facts and full of imaginative insight. This book shows how brands and marketing can help shape our shared future — and how that future can become more sustainable.« Prof. Dr. Maja Göpel, transformation and sustainability expert and bestselling author

34,00 € inkl. Mwst.
Artikel noch nicht erschienen
Vorbestellen
Auf die Merkliste
Noch nicht erschienen
Versandkostenfrei in DE, AT, CH und Benelux
›  Mehr

Produktdetails

224 Seiten

Das könnte Sie auch interessieren:

Business

Der Weg zu den Besten
Der Weg zu den Besten
Hardcover gebunden
Artikel lieferbar
35,00 € inkl. Mwst.

Business

Das 60%-Potenzial
Das 60%-Potenzial
kartoniert
Artikel lieferbar
34,00 € inkl. Mwst.

Business

Smart Management
Smart Management
Hardcover gebunden
Artikel lieferbar
49,00 € inkl. Mwst.

Business

Führen Leisten Leben
Führen Leisten Leben
Hardcover gebunden
Artikel lieferbar
36,00 € inkl. Mwst.

Business

Business Culture Design
Business Culture Design
Hardcover gebunden
Artikel lieferbar
44,00 € inkl. Mwst.

Wirtschaft & Gesellschaft

Deal!
Deal!
Hardcover gebunden
Artikel kurzfristig nicht lieferbar
28,00 € inkl. Mwst.

Business

Das 60%-Potenzial
Das 60%-Potenzial
E-Book (EPUB)
Artikel lieferbar
30,99 € inkl. Mwst.

Business

Führen Leisten Leben
Führen Leisten Leben
kartoniert
Artikel lieferbar
25,00 € inkl. Mwst.
kartoniert
Artikel lieferbar
39,00 € inkl. Mwst.

Business

Team Care
Team Care
Hardcover gebunden
Artikel lieferbar
34,00 € inkl. Mwst.

Business

Atmen
Atmen
Hardcover gebunden
Artikel lieferbar
28,00 € inkl. Mwst.
Hardcover gebunden
Artikel lieferbar
42,00 € inkl. Mwst.