Mining The Gold In Green: Tying The Environment And PR To Business Value

"Environmental mis-steps can create public relations nightmares, destroy markets and careers, and knock billions off the value of a company," say Daniel C. Esty and Andrew S. Winston in their ground-breaking new book, Green to Gold (2006, Yale University Press). So, what's a marketing and public relations executive to do in the face of environmental problems and related communications issues? After all, the environment, business and communities are intertwined.

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