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Green marketing presents unique challenges, not the least of which is the lack of standards for determining what it means to be a green product -- or a green company. Along with the rise of green consumers, we see the rise of ecolabeling, green advertising and the importance of environmental reporting. That creates the opportunity for just about anything to be marketed as green, from simple packaging changes to products and services that radically reduce materials, energy, and waste. In this section GreenBiz looks at how companies are succeeding in conveying "green" as a component of their value proposition.
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