The author first describes and analyzes the breadth and depth of environmentalism as a core societal value and how marketers have responded and profited. She then defines the different kinds of green consumers and the range of their concerns and buying motivations. Next she describes the new marketing paradigm and the seven strategies that have brought success to many companies. She then turns to specific tactics, including advice on how to create new products, how to identify and capitalize on opportunities to innovate, and how to communicate effectively. She then describes how to ally with various societal stakeholders to enhance impact and how to incorporate environmental values into and throughout one's organization. She concludes with two in-depth case studies of companies that have incorporated all of these approaches successfully.