print Environmental Marketing McGraw-Hill, Inc., 1993 "Environmental Marketing" by Walter Coddington is filled with profitable marketing strategies that help a company promote the environment while enhancing its bottom line. With emphasis on environmentalism as a substantial marketing opportunity, not just a civic responsibility, the author contends that environmental (or “green”) marketing can be a remarkable business-building tool. He states, “Environmental marketing is not only an end in itself, but it is also a new perspective from which to approach everyday marketing planning and business decision-making.” This work explains how firms can simultaneously promote products and services, support environmental stewardship, and inform and educate consumers on environmental issues. It describes how to create a credible, effective environmental marketing strategy, from product development and packaging through brand positioning and promotion. Offering step-by-step guidelines on a wide range of marketing issues, the book examines the role of the marketer in making corporate environmental strides, explores approaches for developing an overall environmental marketing strategy, and offers advice on ways to ensure management is behind the environmental marketing program. In addition, "Environmental Marketing" instructs readers on how to forge ties with environmental advocacy groups and gives advice on developing high-profile, low-risk advertising, promotion, and public relation campaigns. With discussions on ways to negotiate the maze of federal, state, and local “green” guidelines and regulations, the author offers real-life lessons taken from companies that have successfully gone “green” in recent marketing campaigns. Book Reviews “Environmental Marketing sets forth a bold new approach for executing successful marketing methods for the competitive ‘90s and beyond.” Business Week Vol. 12, No. 3 “Environmental Marketing by Walter Coddington is excellent for those who want a comprehensive, no-nonsense approach to green marketing.” National Association of Professional Environmental Communicators Quarterly Vol. 4, Issue 2 (Summer 1993) “This is a pioneer effort, full of the energy and enthusiasm of a deeply committed individual and could become an important work in this ephemeral field … obviously written from the specialized knowledge of a marketing professional and contains insight useful to even seasoned hands.” Environmental Health and Safety Management (December 7, 2001) “Mr. Coddington’s … fundamental platform is solid … The book is a practical guide for keeping ahead of the game.” Direct Marketing News (December 27, 1993)