Sustainability Marketing: A Global Perspective
| Author | : | |
| Rating | : | 4.91 (830 Votes) |
| Asin | : | 1119966191 |
| Format Type | : | paperback |
| Number of Pages | : | 352 Pages |
| Publish Date | : | 2015-04-27 |
| Language | : | English |
DESCRIPTION:
The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented ‘4Ps’; and finally, an analysis of how marketing can go beyond responding to social change and contribute to the transformation of a more sustainable society. . It has a consumer marketing focus with an emphasis on integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. It demonstrates the role of sustainability in driving innovation within businesses and markets, and in
The authors have over 40 years of research experience between them and many years experience of teaching sustainability marketing concepts in the classroom.Frank-Martin Belz is Professor at the Technische Universität München (TUM School of Management).Ken Peattie is Professor at Cardiff Business School where he is also the Director of the ESRC Research Centre for Business Relationships, Accountability, Sustainability and Society (BRASS).
The book shows how the complexities of sustainability issues can be addressed by marketers through a systematic step-by-step approach. The steps involve an analysis of socio-environmental priorities to complement conventional consumer research; an integration of social, ethical and environmental values into marketing strategy development; a new consumer-oriented sustainability marketing mix to replace the outmoded and producer-oriented ‘4Ps’; and finally an analysis of how marketing can go beyond responding to social change to contribute to a transformation to a more sustainable society. Without taking such steps, marketing will continue to drive global crises linked to climate change, poverty, food shortages, oil depletion and species extinction, instead of helping to tackle them.. The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century. Adopting a a consumer marketing focus, it emphasises integrating sustainability principles into both marketing theory and the practical decision
This book provides a nice 'bridge' between traditional strategic marketing and what most likely First semester I am teaching from this textbook in a course entitled 'Managing Sustainable Brands.' This text is replacing several smaller paperback booklets that my students did not find very interesting. This book provides a nice 'bridge' between traditional strategic marketing and what most likely will become the marketing of future generations. It is a bit 'ahead of the times,' but that is what universities are suppose to be.My only suggestion for improving this textbook is that it lacks the visual breaks/illustrations/advertising that today's college students have come to expect in all thei. Jonathan Butler said School book. Great information in the book just don't like the book! The product was as it was represented in the ad good condition saved myself School book Great information in the book just don't like the book! The product was as it was represented in the ad good condition saved myself 30 bucks!. 0 bucks!