Green marketing only works if you mean it

04/5/2012 | Examiner.com

Companies need to make sure their environmental messaging is backed up by action, says Tami E. Johnson, CEO of The Marketing Showcase. Outreach is ultimately only effective when it's underpinned by a real commitment to social change, Johnson explains. "We want to make certain businesses that say they are green, are actually taking effective steps to protect our natural environment," she says.

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