Shel Horowitz - Green Marketing: Reaching the Environmentally Aware Customers

On July 22nd, 2010 Irene Watson and Victor R. Volkman spoke with Shel Horowitz , author, marketing consultant and copywriter who works with authors and publishers. A veteran of the 1977 Seabrook occupation, his first book, written when he was only 22, was about why nuclear power makes no sense. He visited with us to share some secrets from his 8th book Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (John Wiley & Sons, 2010, co-authored with Mr. Guerrilla Marketing himself, Jay Conrad Levinson). Specifically, Shel informed us on: How does ethical/green marketing differ from ordinary marketing? How can an author put together a green book event? What green options are physically available in terms of paper and book production? Does green marketing cost more, if not, why not? Where should I start and how can I get my customers to notice and to care? How can cooperative marketing create green results? How do I get started going green?

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