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Selling points: green this, green that. Have our biggest corporations seen the light? Green marketing guru Joel Makower thinks their conversion may actually be for real.(Q & A)(Interview)

NEVER MIND THE TWO GREEN companies he cofounded, the nonprofit boards on which he sits, the Fortune 500 companies for which he consults, the guest appearances with Oprah and Larry King. Joel Makower is first and foremost a storyteller, and he has spent the last 20 years gathering tales of businesses going green ... or trying to.

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In 1989, a U.S. publisher asked Makower to "Americanize" a British book called The Green Consumer Guide. In the frenzy that followed its publication here in 1990 (under the title The Green Consumer), he was surprised to find that consumers were less interested in environmentalism than corporations were. Companies, he ...

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