5.0 out of 5 stars Marketing for a sustainable business that promotes common good, February 4, 2010
By      Justin Hitt (Norfolk, VA (USA))

Every year I’ve done at least one non-profit campaign as part of pro bono, but had not considered the impact of using marketing to advance green initiatives as they were presented in this book.

Packed with practical examples on how ethical marketing can go past the corporate walls to make real impact (and make money.) Rather than just talking about how green your company is (in manufacturing process, recycling, or use of materials), your marketing can impact lasting social change.

Shel may not have known then when he sent over a review copy, but I’m a big supporter of alternative energies, primarily bio-fuel, and regional organic farming. His lobster story (pg. 163) may be a good idea for small biofuel producers, even organic micro-farms by letting customer own a piece of the result.

I can see myself revisiting case studies presented, especially since book notes include links to referenced guerrilla marketing ideas. Don’t want to make you think this is a tree-hugger book, it includes practical marketing you can use in your business. But …

Even if you were “green” before it was cool, you can appreciate this approach for profits and planet. Book goes a long way towards growing a business and being sustainable. Highly recommended.