Summary

How going green creates new opportunities for selling to both members and nonmembers. Rating: Rate This Item 0 Comments 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 and owner of J. Ottman Consulting. 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.