Book Description
This paperback, two-color book draws readers into the excitement, challenges, and controversies of global marketing. Each chapter features vignettes and discussion cases featuring high-profile, real-world companies and products; examples from the trade press to illustrate key terms and issues; topical and timely boxed features; and concise summaries of the latest research findings published in scholarly journals.
A five-part organization provides an introduction to global marketing, looks at the global marketing environment, discusses global strategy, explains the global marketing mix, and concludes with the efforts of managing the global market.
For anyone involved in international marketing, and those seeking the kinds of strategies needed to enter the global marketplace.
Customer Reviews:
Great BooK!.......2007-07-18
This was a text used in class, and while the teacher did mostly lecturing without the text, it was a great resource-easy to understand, and highly applicable. THe text does a great job of really explaining the material in a clear and concise manner.
Average customer rating:
- Great Book - Get this one!!!
- Happy Book
- Little Green Book of Getting your Way
- If You Sell Something, Read This Book
- Fun and interesting
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Little Green Book of Getting Your Way: How to Speak, Write, Present, Persuade, Influence, and Sell Your Point of View to Others (Jeffrey Gitomer's Little Books)
Jeffrey Gitomer
Manufacturer: FT Press
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Little Gold Book of YES! Attitude: How to Find, Build and Keep a YES! Attitude for a Lifetime of SUCCESS (Jeffrey Gitomer's Little Books)
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Little Black Book of Connections: 6.5 Assets for Networking Your Way to Rich Relationships
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Little Red Book of Sales Answers: 99.5 Real World Answers That Make Sense, Make Sales, and Make Money (Jeffrey Gitomer's Little Books)
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Little Red Book of Selling: 12.5 Principles of Sales Greatness
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Customer Satisfaction is Worthless, Customer Loyalty is Priceless: How to Make Them Love You, Keep You Coming Back, and Tell Everyone They Know
ASIN: 0131576070 |
Customer Reviews:
Great Book - Get this one!!!.......2007-09-22
Jeffrey Gitomer knows his stuff ... I am a professional presenter and found this book very useful. I would recommend it to a friend ... and often do! :)
Happy Book.......2007-09-13
Gitomer has an entertaining - yet direct style that always makes me smile. His written word is as entertaining as his live presentations. This is a great book to share with your loved ones.. and your collegues! Quick read, entertaining and thought provoking.
Little Green Book of Getting your Way.......2007-09-07
I have bought several of this title and given them as gifts. When you want to know how to get your way in many situations and the right way to do it, this is the book. Big print, quick reading.
If You Sell Something, Read This Book.......2007-08-28
Jeffrey has written a number of books and this is one you should have if you have to sell anything to anybody. Lots of ideas, fun to read, and most importantly, the stuff works if you will just do it. I always like a person who practices what he preaches. Jeffrey does that. Read it and learn.
Fun and interesting.......2007-08-28
It is a cool little book loaded with practical sales advice. Everyone who has seen it at my house, has looked at it, and asked to borrow it. The ideas, though not original, are refressing non the less, and is a wonderful reminder of the most basic ways to manipulate without other people feeling that way.
Download Description
"The first complete Six Sigma implementation guide for Green Belts and Champions!
1. Understand the rationale for Six Sigma
2. Implement a proven executive framework for a successful quality initiative
3. Use the DMAIC method for improvement from start to finish: Define, Measure, Analyze, Improve, and Control
4. Manage Six Sigma statistics¿without becoming a statistician
5. Learn through complete detailed manufacturing and service case studies
6. Learn how to understand and manage Six Sigma statistics, through practical, Minitab-based application examples. Includes instructions for using Minitab software
7. Learn how to pass Six Sigma certification examinations with sample questions and answers
If you're ""project managing"" Six Sigma (potential Green Belt)¿or promoting it at the executive level (potential Champion)¿this is your book. It's the first Six Sigma book written specifically for Green Belts, Champions...and anyone who plans to become one. Two experts help you master the entire DMAIC model: Define, Measure, Analyze, Improve, and Control. You'll discover realistic solutions for Six Sigma's profound human and technical challenges. You can even prepare for one of the world's leading Six Sigma certification programs. Clear, detailed, and proven...this is the one indispensable book for anyone who must manage Six Sigma to success."
Customer Reviews:
Comprehensive Textbook at Black Belt Level.......2007-03-28
I was surprised by the well balanced and complete coverage of the Six Sigma methodology from DMAIC, including managerial steps, all the way to statistics up through Design of Experiments. The all inclusive topics seem to parallel full Black Belt training. I would expect green belts to be offered selections from the book in a standard course. I would say no other book has this "textbooky" look and feel (that is not meant as a criticism). At the end of chapters find Minitab instructions including screen shots. The material is well written, hence understandable, hence I think this is one of the best overall introductions to the subject without slamming the reader with high levels of mathematical theory.
Six Sigma GB .......2007-03-13
I think this book is an excellent resource for experienced Six Sima managers. However, if you want to buy this book as a study guide for the SSGB certification test, or as an introduction to Six Sigma, it isn't going to help you out much. I guess my lowered rating is due to the fact that the book didn't meet my expectations as it was described on the Amazon site.
An Excellent Introduction to Six Sigma.......2006-07-20
This book was well worth my time and money! Being a Six Sigma beginer, I found this book to be easy to follow and comprehend.
Explained is the DMAIC process model, Voice of Customer (VOC), Voice of Process (VOP)and Design of Experements (DOE) in clarifying detail. Best of all, it includes step-by-step explanations of project experiments and the statistical analyses from the expereiments using Minitab 14!
Whether you want to learn the basics of the Six Sigma process (Chapters 1-8) and / or basic Six Sigma statistical tools and methods (Chapters 9-15), I highly recommend this book!
Note: Minitab 14 (Statistical software)is free for 30 days and the associated minitab-formatted excercise worksheets are down-loadable from the publisher's website.
Practical Six Sigma Guide.......2006-05-22
Six Sigma for Green Belts and Champions is a completely accessible guide for actually doing Six Sigma. It is a must read for anyone interested in Six Sigma management.
Accomplished promised ETA.......2005-09-29
The book arrived exactly on the day they told me it was going to arrive. It was worthwhile to save money buying through here rather than paying more through a bookstore.
Product Description
By 2010, 30 percent of the U.S. population will be over age 50. Even today, the over-50 segment has $750 billion in spending power and controls a majority of the nation's assets. The generation's front-runners are Leading-Edge Baby Boomers, founders of modern youth culture and then yuppie materialism. This essential marketing guide presents stimulating chapters that will show you:
-- Critical "bipolar metavalues" that influence the buying behavior of Leading-Edge Baby Boomers.
-- Select the right advertising media to achieve your marketing goals
-- LOHAS: a new lifestyle segment that's changing everything
-- How to plan and organize "bandwagon" Boomer events and promotions
-- Exceptional opportunities for reaching Boomers through the Internet.
Customer Reviews:
When the .......2007-03-27
By now most of us are well-versed in the statistical relevance of the baby boomer generation--including its size, wealth, and extraordinary influence on world events. In response, there have been no shortage of books studying every aspect of baby boomers and how to optimally market to them. However, most of these books fall short on explaining the values that define the boomer generation and how they distinguish them from other generations.
While Green's book is perhaps best used by the relatively small group of individuals who work in marketing departments, it is relevant to individuals considering setting out in new careers. A big part of launching a new business or transitioning careers is picking the right industry to move into ("all boats rise in a rising tide"). Even for those not in marketing nor contemplating a career change will find Green's book interesting if nothing else other than to better understand the world around us.
Of course the danger in talking about an entire generation is the necessary stereotyping that comes from aggregating otherwise individuals. Green has split baby boomers into two roughly equal groups, those born 1946 to 1955 (the "Leading-Edge Boomers") and those born 1956-1964 (the "Late Boomers"). Green focuses on the Leading-Edge Boomers but much is learned about both groups.
The book jacket promises to deliver:
"...all of the insights and strategies you need to achieve extraordinary business success as you determine what uniquely motivates Boomers and how to communicate with them in meaningful and mutually beneficial ways."
...and the book largely delivers on that promise. Green's anecdotes serve to support the points he makings and not as the foundation of them.
On a more personal note, I was interested in applying the book to LifeTwo and specifically in the way that we address the Leading-Edge Baby Boomer market. The section of "Baby Boomers at Midlife" seemed written for us. One of the attributes of midlife is an evaluation of one's life so far.
"Careers in crisis, mid-life economic shortcomings, unsatisfying marriages, waning physical prowess, and widespread boredom can foster musing daydreams about Vietnam protest marches, backpacking sojourns to Europe, bare-butt swimming parties, LSD mind trips, first love affairs, unfettered road trips, and Woodstock."
In other words, when hitting the midpoint of life, it's normal to reminisce. But when you were a member of the Sixties Generation, you might find yourselves remembering the idolized expectations that there held at that time for for a vastly improved world. Sadly and expectedly, most people's lives (not to mention society as a whole) ended up far short of the dreams of the Age of Aquarius. Adding political alienation and disenchantment to an otherwise troubling midlife transition and the result can easily be "restless stirring, the renaissance of experimentation, value conflicts, erratic behavior, role playing, depressive moods, grief reactions, and profound anxiety states."
That is not to say that the process is all negative. A reawakening (a "coming of age") can be a "harbinger of a more satisfying future." In Green's words:
Once again, it means honoring the nobler ideals of world peace, economic equality, egalitarian civil rights, human potential, and spiritual enlightenment. It means sharing a new, perhaps revitalized generational zeitgeist--that tenacious obsession with the perfectibility of the human condition. The stuff of truth."
[...].
Strategic and tactical insights from a practitioner.......2006-07-18
I am a student of nonfiction books about baby boomers. Although I'm a member of so-called Generation X, my job demands that I stay on top of evolving thought leadership about boomers. Further, my two older siblings are boomers. In reviewing the reviews for boomer-focused books on Amazon, I've noticed something. The one-star critics of these books tend to be glib, lack depth in their analyses, and dismiss the books, not so much because of content, but because the books are usually sympathetic to the generation or perhaps more liberal ideologies. Let's face it: some people are furious at boomers. Their anger shows. To the contrary, Green's book is one of the best I've read on marketing to this generation, and one of my brothers -- also in marketing -- agrees. It's not just because Green offers a wealth of strategic and tactical insights, especially for those new to this market, but also because he adds texture with actual case studies and historical anecdotes. It's clear that this marketer and author knows what he's writing about as a practitioner, not just a pundit or academic. He informs and educates, but yet he tells stories that illuminate. Further, I also read his first edition, and he was ahead of the explosion of interest around boomers by at least two or three years -- light years in the marketing world.
A Sociological and Business Breakthrough.......2006-07-18
This author has truly captured the essence of the values that distinguish boomers from other generations. What sets this book apart -- and makes it an important choice for companies and advertising agencies interested in the boomer market -- is Green's ability to articulate how boomer values and shared life experiences can be addressed through powerful cohort marketing communication campaigns. The book has several interesting hallmarks, including concise chapters that deal thematically with boomer values, case studies that reveal how these insights can be developed into effective marketing campaigns and a short story that adds artistic and evocative texture to the left-brain thinking driving most marketing campaigns. Because of his stanch defense of boomers, a generation popularly criticized in the media, the author will attract some critics who themselves harbor deep prejudices against boomers. This has been aptly demonstrated by one ascerbic review posted recently, lacking in depth or specificity. It's about time that someone stepped forward with a strident voice in defense of boomers, and particularly their economic and business importance.
Covers all of the insights and strategies necessary .......2005-02-07
The Baby Boom generation is characterized by its clear dominance of the popular culture of yuppie consumerism. Now members of that influential generation are entering their fifties with more disposable income than any previous generation. This new and expanded second edition of Marketing To Leading-Edge Baby Boomers: Perceptions, Principles, Practices, Predictions by marketing creative director, strategist, and copywriter Brent Green covers all of the insights and strategies necessary to successfully sell products and services to this now aging population. Readers will come to understand critical "bipolar metavalues" that influence Boomer buying decisions; learn how to select the right advertising media to achieve marketing goals; realize why and how mature audiences receive advertising messages differently; create advertising and marketing programs that transform a brand into a Boomer favorite; receive instruction on just how to plan and organizing "bandwagon" Boomer events and promotions, explore the opportunities for reaching Boomers through the Internet, and so much more. If you are marketing a product or service to the Baby Boom generation, then you need to give a careful and reflective reading to what Brent Green has to say about selling to the Boomers in today's highly competitive and frequently volatile marketplace.
If Your Competition Reads This and You Don't..........2005-01-28
...you'll never know what hit you.
Reaching Boomers looks easy, but it's not. Marketing executives, both young and experienced, make too many mistakes when trying to sell to Baby Boomers. Do it wrong, and this cash-rich market will totally ignore what you have to say.
In this book, Brent Green shows you how to get their attention and make them reach for their wallets.
Book Description
Who would have thought that a natural food supermarket could have been a financial refuge from the dot-com bust? But it had. Sales of organic food had shot up about 20 percent per year since 1990, reaching $11 billion by 2003 . . . Whole Foods managed to sidestep that fray by focusing on, well, people like me. Organic food has become a juggernaut in an otherwise sluggish food industry, growing at 20 percent a year as products like organic ketchup and corn chips vie for shelf space with conventional comestibles. But what is organic food? Is it really better for you? Where did it come from, and why are so many of us buying it? Business writer Samuel Fromartz set out to get the story behind this surprising success after he noticed that his own food choices were changing with the times. In Organic, Inc., Fromartz traces organic food back to its anti-industrial origins more than a century ago. Then he follows it forward again, casting a spotlight on the innovators who created an alternative way of producing food that took root and grew beyond their wildest expectations. In the process he captures how the industry came to risk betraying the very ideals that drove its success in a classically complex case of free-market triumph.
Customer Reviews:
Insight into the organic movement.......2007-09-23
"Organic Inc" by Samuel Fromartz offers a good introduction to the natural food movement. Written primarily for a popular audience, the book combines research with short histories, case studies and profiles of prominent personalities and companies that have shaped the industry. Although the author's frequent interjections about his own personal experiences and infatuations with organics becomes somewhat annoying, overall the book succeeds in granting insight into the organic movement, its foundational ideals and the possibilities for the future.
Mr. Fromartz provides a brief history of organic farming as an alternative to a deeply flawed agro-industrial production system. We learn that organic methods were developed for ideologically diverse reasons but tends to produce nutritionally superior foods when compared with conventional farming practices. Although yields are usually smaller, the author discusses how organic strawberry farms in California are an example of how organics can outperform when allowing for decreases in energy and fertilizer input.
Mr. Fromartz profiles some of the small organic farmers whose deference to health, environment and community were shaped by the 1960s counterculture. A small but vital network of farmers, distributors and retailers supported a fledgling movement that defined itself by remaining outside the conventional food system. The author describes how such farmers often devised creative marketing strategies by catering to specialty restaurants or selling their produce directly to the public at farmer's markets. As health and safety concerns about pesticides and rBGH growth hormones caught the public's attention, organic farming has become more widespread, emerging as an increasingly important survival strategy for more and more beleagured family farmers.
Mr. Fromartz traces the rise in popularity of pre-packaged salads and refrigerated soy milk to discuss how mass market success has created divisions within the organic community. The development of large-scale organic enterprises has intensified competition and shut down smaller, less efficient producers. Regulation has become a contentious issue, with small farmers seeking to hold large farmers accountable to maintaining high standards. As supermarkets such as Safeway and Wal-Mart have begun to add organic sections to their stores, issues of local production, fair wages and sustainability are heightened. Yet, the author is upbeat in his assessment that small farmers can continue to find their niche by satisfying the needs of the more sophisticated organic consumer.
I recommend this highly readable and informative book to everyone.
Organic as an Industry.......2007-08-21
I have been very ambivalent about the organic culture and wanted to understand more about the origins of the organic movement, its significance, and the trends I observe it to be following.
Samuel Fromartz's account of the organic industry (as I have come to see it) was a solid introduction that I will have to probably reread to fully take in. Peppered with facts, figures, vignettes, anecdotes, and opinions, it is clearly the writing of the converted, rather than a deliberately skeptical examination. Nonetheless there is room for reflection and critical analysis - I flagged dozens of pages that gave me points to ponder and further examine. The book touches on related topics like local agriculture without straying too far from the topic at hand.
My one criticism, after moving on to other books about food agriculture, is that this book, when it was dealing with facts and figures, seemed get weighed down, but at the same time, seemed to leave identifiable voids of information. How a book could be both occasionally tedious, and occasionally too light, I'm not entirely sure.
A place for organic in your life.......2007-07-18
When you think of organic foods, do you mentally picture aging hippies in co-ops, small roadside stands, and stores with counter-cultural values? That image was probably valid until the 1980's, but has rapidly been displaced since.
Organic foods sales grew at 20 percent per year during the 1990s, attracting the attention of the food business. In the process, organic went mainstream and became an accepted niche market at grocery chains and even big-box retailers such as WalMart and Target. The author's real question is whether this represents "progress" or "problem" for fans of simpler lifestyles and all things organic.
The documented answer is some of both. Fromartz is a highly accomplished business journalist who takes a (mostly) unsentimental look at the business of marketing organic foods. Interviewing small and large merchants plus the `man on the street,' Fromartz discovers that organic is profitable and growing, yet at the same time poses a risk to traditional fans who are unlikely to shop at big boxes for the food they know and love. While the mainstream consumer `discovers' organic, the core organic customer may be wondering if she can trust anyone, anywhere, any more. This dilemma, the author notes, resembles putting up "a neon sign for an organic Twinkie."
After an entertaining and excellent investigative look at the business of organic, Fromartz holds out hope that both kinds of organic - mass market and small market - may find ways to thrive. For the core customer, related values like humane treatment of animals, fair market pricing, and sustainable agriculture may become more relevant indicators of value than the simple phrase `organic.' These savvy shoppers may continue to trust the small, unique brands and identities of traditional organic suppliers.
Meanwhile a certain amount of industrialization, mass-market methods and persuasive advertising messages can be expected to boost sales of anything termed `organic' in the aisles of a mega-retailer near you, where the organic business is currently booming.
Whether you like your organic "all natural" or with "always low prices," you'll be likely to find it readily available. Which type you choose will say a lot about your personal values and expectations.
Armchair Interviews say: The good news, from the author's point of view, is that at least you'll get to choose! In a free market, our choices define our future opportunities.
Organic Inc........2006-11-02
I enjoyed this book. It was a great introduction to the organic world.
A Tale of Two Different Food Visions.......2006-07-14
Can big agribusiness and local organic farming co-exist and thrive? Samuel Fromartz' new book, Organic, Inc., is a fascinating journey through American agricultural movements, starting around the turn of the century, when farming was still a small-town venture and tracing its development into agribusinesses whose products are now found on most American tables - and the movement into locally grown, organic foods, which represents not so much a return to the past as a return to wholeness and healthy living.
The problem seems to be that the organic movement itself is being challenged by the very agribusinesses it once eschewed. There are really few ways to farm sustainably (which will in most cases mean organically and without genetically modified foods or chemicals) AND use the systems that have come to mean "factory farms" - livestock confined for their entire lifetimes in areas so small they cannot turn around or lie down (chickens, for instance, and pigs), never mind see the sunshine or walk around and enjoy fresh air, eating what they would eat if humans were not around.
Agrisystems, as they exist today, are basically unhealthy - and unsustainable. But they are profitable, and make it easy for "food" (if you want to call it that) to arrive at your table packaged neatly and processed to death. Rare are the children being raised today who knows what "food" looks like in its natural state. Do they know what a carrot or beet looks like, while it's growing in the ground? Do they know that the hamburger they eat comes from a being that has a face and makes sounds, and may (depending on your viewpoint) be sentient?
Being removed from the source and sight and smells and knowledge of how your food comes to you - how it was grown, and what has happened to it all along the way - makes for some dangerous possibilities. We cannot know (or control very well, despite so-called legal safeguards meant to protect us) where our food has been, before it reaches our table, unless we have grown it ourselves (which is not easy or possible for most people) or have bought it from someone in our community whose farming practices we know - and could actually go there and see.
Fromartz comes from a reporting background, and knows how to dig out factoids that will leave you breathless for the sheer scope of what has happened to our food and our food production systems. It should leave you with both concern and hope, at the end.
Organic, Inc. Is not exactly the "story of food" but it truly is the tale of two different visions for how food is produced and made available to consumers. One (local biodynamic farming) is sustainable; the other (multinational, corporate agribusiness) is not.
Fromartz carefully traces how we got where we are, without suggesting where we will go in the future. However, his bias for a sustainable natural foods future is clear - and it's one I share. If you care about what you eat, how it got here, and whether you will be able to find more like it tomorrow, you should read this book, think about what it means, and DO something about what you believe is the best course of action for a world where what we eat determines how healthy we and our future generations will be.
Yours for extraordinary dining -- for everyone,
Nancy Boyd
www.find-great-organic-gourmet-foods.com
Product Description
Hailed as “definitive text on the subject” by the American Marketing Association, this groundbreaking book written by the pioneer in green marketing will tell you what you need to know to develop and market products to the growing legions of environmentally conscious consumers.
Book Description
Money does grow on trees, and Christmas Trees by Lewis Hill is the essential equipment for anyone who wishes to gain the pleasure and profit of growing and selling trees, wreaths, and greens. Hill, an experienced and skilled tree grower himself, begins with the very basics, providing valuable insights on how to choose the best land and the best species of trees to grow on that land. Here you will learn how to ; Plan for continuous, efficient growth, including interplanting, natural seeding, and stump culture ; Care for your crop throughout the growing cycle, from planting and pruning, right through harvesting ; Propagate your own plants and collect wild seedlings ; Select the proper equipment for the nature and scope of your planting ; Handle problems dealt by weather, pests and diseases, and animals ; Find wholesale and retail markets, maintain a steady supply, deal with tree buyers, advertise and price, and maintain records and plan for taxes An attractive and lucrative side busin
Customer Reviews:
The BEST book on this subject!.......2004-11-10
Although this book seems more designed to educate the novice at growing Christmas trees, I believe everyone, even people currently in this business, can learn something valuable from it. It is well written and enjoyable to read, plus informative in that it describes all sorts of trees used, planting methods, protection and care of seedlings and transplants, recommendations for planting locations, and a whole host of other information. I attribute this book to getting me interested in this field as a hobby. Recommend it very highly!
Quick Read.......2004-01-04
This was a good book for the novice with no experience in the tree industry. It was a quick read and enjoyable. But not for someone in who works in the field already.
Great book for both hobbyist and serious grower.......1999-03-29
This is a hobby for me, and Hill's book has all the answers. He has been a professional grower for many years. He covers all the details: planting, weeding, pruning and selling.
Easy to read and reasonably priced.
Average customer rating:
- A model for motivation, performance and results
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Developing and Leading the Sales Organization
Thad B. Green
Manufacturer: Quorum Books
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ASIN: 1567200044 |
Book Description
Faced with the ever increasing difficulty of reaching their targets, sales executives need new ways to improve their organizations' results. Thad Green, consultant, former university professor, and widely recognized authority on motivation and performance in the United States, sees it this way: there are two aspects that sales executives have some control over-- the way their sales force sells, and the way it is managed and motivated. Green draws on his extensive experience to explain how to motivate prospects to buy, how to motivate salespeople to sell, and how to prepare and motivate the organization itself. His method is remarkably obvious, but it works exceptionally well. Instead of trying to do something different, Green says get back to the basics, but in a way that is all his own. His book provides this essentially simple but proven method for leading the sales organization in a clear, easily grasped way that sales executives, and their people, can put to immediate use. Green shows sales executives how to improve the sales organization by equipping it with motivation techniques and a full comprehension of the selling process. His message is clear and proven. Sales results improve dramatically when selling is viewed as motivating people to buy and when sales organizations learn to use this concept. Sales executives who learn this--and it is definitely not common knowledge, says Green--can pass these techniques to their sales managers, who can then train and motivate the sales force. It's an approach that in practice "sounds right and feels good," Green explains, and it produces results. It also creates the desire to learn more about motivation and selling, and this in turn will have added benefits. For people in any occupation involving sales and a knowledge of sales techniques, this book will be a pleasant surprise: a way to understand sales strategies and how an organization can implement them, in a way that few have thought of--a simple way that works.
Customer Reviews:
A model for motivation, performance and results.......1998-08-07
This practical book presents guidance on how to improve sales organization results by applying the principles of motivation to both the process of selling, as well as leading those who sell. The author presents a central motivation model, built upon the expectancy theory of Victor Vroom. The model enables an understanding of why people buy. The book takes on the challenge of equipping sales people with this understanding of buyer motivation in order to achieve their sales goals. The primary focus is on the motivational dynamics of the selling process, which Green addresses with clarity and in detail. The chapter, for example, on closing a sale, is excellent and, alone, worth the price of the book. The final three chapters concern motivating the sales person, center on self-management, making goals motivating, and sharing responsibility. The appeal of this book is that it effectively uses a model of motivation that is clear, based on research, and has an intuitive appeal! . The origins of this model are far from new; what is new is the results-oriented way in which Green applies it to the sales arena. As one who is a consultant and develops incentive programs for sales organizations, I find Green's book highly valuable. Of special note is that he makes motivation central to his thinking; a refreshing departure from the usual cursory lip service typically given to motivation. This book is a serious effort to make the linkage between motivation, effort, and results, both meaningful and useful.
Book Description
In recent years, scientists have begun to focus on the idea that healthy, functioning ecosystems provide essential services to human populations, ranging from water purification to food and medicine to climate regulation. Lacking a healthy environment, these services would have to be provided through mechanical means, at a tremendous economic and social cost.
Nature and the Marketplace examines the controversial proposition that markets should be designed to capture the value of those services. Written by an economist with a background in business, it evaluates the real prospects for various of nature's marketable services to "turn profits" at levels that exceed the profits expected from alternative, ecologically destructive, business activities. The author:
- describes the infrastructure that natural systems provide, how we depend on it, and how we are affecting it
- explains the market mechanism and how it can lead to more efficient resource use
- looks at key economic activities-such as ecotourism, bioprospecting, and carbon sequestration-where market forces can provide incentives for conservation
- examines policy options other than the market, such as pollution credits and mitigation banking
- considers the issue of sustainability and equity between generations
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Nature and the Marketplace presents an accessible introduction to the concept of ecosystem services and the economics of the environment. It offers a clear assessment of how market approaches can be used to protect the environment, and illustrates that with a number of cases in which the value of ecosystems has actually been captured by markets.
The book offers a straightforward business economic analysis of conservation issues, eschewing romantic notions about ecosystem preservation in favor of real-world economic solutions. It will be an eye-opening work for professionals, students, and scholars in conservation biology, ecology, environmental economics, environmental policy, and related fields.
Customer Reviews:
trading pollution permits.......2006-06-28
Heal explains how one might put a value on an ecosystem, or parts thereof. It's a relatively recent approach that attempts to avoid a tragedy of the commons with respect to the environment, be it local or even global.
A very useful idea described is the trading of pollution permits. The latter are rights to pollute. The premise is that instead of a government trying to mandate a minimum pollution level, it lets a free market determine this, by giving monetary value to permits. So that a company has incentive to develop or use innovative ways to minimise its pollution. Hence being able to sell any net gains to others. This also avoids the government trying to set a value on a permit.
The book suggests that carbon permits might be crucial in battling global warming.
Book Description
Engineers, architects and contractors seeking to expand their involvement in the green buildings market need a firm grounding in the marketing strategies and tactics which are being used most successfully in this specialized and growing field. This book is intended to serve as an effective tool for professional green building enthusiasts and advocates in presenting green design features, sustainable strategies and new products to the potential green building client. The author addresses key questions such as: How is green building marketing different from other types of professional service marketing? What tools and techniques from conventional marketing can be used to greater effect in marketing green buildings? What is the size and potential of the green buildings market? And how should a firm position itself to succeed in this growing marketplace? You'll find clear descriptions of successful strategies and approaches to marketing and selling green building-related services, as well as up-to-date information on the role of LEED® in green building projects.
Customer Reviews:
Marketing Green Buildings: Guide for Engineering, Construction, and Architecture.......2007-05-21
Engineers, architects and contractors seeking to expand their involvement in the green buildings market need a firm grounding in the marketing strategies and tactics which are being used most successfully in this specialized and growing field. This book is intended to serve as an effective tool for professional green building enthusiasts and advocates in presenting green design features, sustainable strategies and new products to the potential green building client. The author addresses key questions such as: How is green building marketing different from other types of professional service marketing? What tools and techniques from conventional marketing can be used to greater effect in marketing green buildings? What is the size and potential of the green buildings market? And how should a firm position itself to succeed in this growing marketplace? You'll find clear descriptions of successful strategies and approaches to marketing and selling green building-related services, as well as up-to-date information on the role of LEED® in green building projects.
CONTENTS
1 - Introduction
2 - Today's Green Building Market
3 - Industry Growth to Date
4 - Forecasting Demand for Green Buildings
5 - The Business Case for Green Buildings
6 - Experiences of Green Marketing
7 - Vertical Markets for Green Buildings
8 - Demand for Green Building Measures
9 - Understanding Marketing Strategies
10 - Understanding Segmentation, Targeting, Positioning & Differentiation
11 - Selling Green Buildings
12 - Marketing Green Developments
13 - Looking to the Future: Sustainable Engineering Design
14 - Marketing Services for LEED-EB Projects
15 - Marketing Services for LEED CI Projects
16 - Marketing Services for Future LEED Products
17 - The Role of the Professional Eningeering Energy Star®
18 - Forecasts of Demand for LEED Projects
19 - The People Problem in Marketing Professional Services
Appendix, Index
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