We need to find a sustainable marketing that actually delivers on green objectives, not green theming. Marketers need to give up the many strategies and approaches that made sense in pure commercial terms but which are unsustainable. True green marketing must go beyond the ad models where everything is another excuse to make a brand look good; we need a green marketing that does good.
The Green Marketing Manifesto provides a roadmap on how to organize green marketing effectively and sustainably. It offers a fresh start for green marketing, one that provides a practical and ingenious approach. The book offers many examples from companies and brands who are making headway in this difficult arena, such as Marks & Spencer, Sky, Virgin, Toyota, Tesco, O2 to give an indication of the potential of this route. John Grant creates a ‘Green Matrix’ as a tool for examining current practice and the practice that the future needs to embrace. This book is intended to assist marketers, by means of clear and practical guidance, through a complex transition towards meaningful green marketing. Includes a foreword by Jonathon Porritt.
Interspersed throughout this theoretical work are dialectical examinations of political phenomena from tolerance, democracy, and the rise of Barack Obama, to state-economy relations as well as those of power and resistance. A radical and often revolutionary theory of society is pursued that is no longer confined to the terms of Marxism or any other school of thought. In this regard a novel advance is made by presenting the history of dialectical criticism as an ‘anti-tradition,’ which is defined as a practice that is characterized by a history of discontinuity, discord, and incompatible applications. A theory of dialectics emerges that is flexible, coherent, and which can account for much more than capitalism and class politics.
This work will be of great interest to all scholars of Marxism, critical theory, social and political theory and political philosophy