Isbn: 9783593521060 - the 60% potential: using marketing to win over mainstream consumers for sustainable consumption (13 Ergebnisse)

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Taschenbuch. Zustand: Neu. Neuware -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 understandthis 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 establishedcompanies and start-ups.' Rich in facts and full of imaginative insight. This book showshow brands and marketing can help shape our sharedfuture - and how that future can become more sustainable.'Prof. Dr. Maja Göpel, transformation and sustainability expertand bestselling authorCampus Verlag GmbH, Werderstraße 10, 69469 Weinheim 224 pp. Englisch.…

Taschenbuch. Zustand: Neu. Neuware - 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. …

Taschenbuch. Zustand: Neu. The 60% Potential | Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption | Johanna Gollnhofer (u. a.) | Taschenbuch | 224 S. | Englisch | 2026 | Campus Verlag GmbH | EAN 9783593521060 | Verantwortliche Person für die EU: Beltz Verlagsgruppe GmbH & Co. KG, Werderstr. 10, 69469 Weinheim, info[at]campus[dot]de | Anbieter: preigu. …