Chapter 1 An Irrational Animal.
1.1 The Sneetches and Other Parables.
1.2 A Rose by Any Other Name.
1.3 ’Tis the Season for Extraordinary Mass Acquisition.
Chapter 2 The Necessary Lie.
2.1 What is Marketing?
2.2 A Brief History of Shouting – Part 1.
2.3 A Brief History of Shouting – Part 2.
2.4 Omnipotent Slaves.
Chapter 3 You Can’t Handle the Truth.
3.1 Keep It Simple, Stupid.
3.2 An Extraordinary Addiction.
3.3 The Tuna that won’t Turn Pink in the Can.
Chapter 4 Guilt is the New Fear.
4.1 The Pet Goat, and Other Frightening Stories.
4.2 Culpability Killed the Cat.
4.3 The Big Green Button.
Chapter 5 Shades of Green.
5.1 A Sweet Truth, or, A-Till-a the Un-healthy.
5.2 A Token of Appreciation.
5.3 The Arabian Babbler and Bob Dylan.
Chapter 6 Reparations.
6.1 Ask not . . . .
6.2 It’s OK to be Bad.
6.3 What Now?
‘The biggest economic downturn in our lifetimes has clearly highlighted the limitations of the plc model that has been the basis of our western economy for generations. However, this thought-provoking, well-written analysis shows that there are viable sustainable alternatives, which should be considered as we move to a post recession world.’ - Patrick Allen, Marketing Director, The Co-operative Group
'A hugely entertaining analysis that cuts through the rhetoric and offers new insights into the causes and cure for greenwash.' – Mark Line, Executive Chairman, Two Tomorrow’s Group