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Sustainability Marketing
A Global Perspective
ISBN/EAN: 9781119966197
Umbreit-Nr.: 3204609
Sprache:
Englisch
Umfang: 352 S.
Format in cm: 2 x 23.5 x 18.6
Einband:
kartoniertes Buch
Erschienen am 17.08.2012
Auflage: 2/2012
- Zusatztext
- Many companies across the world are moving towards a culture of sustainability and are re-organizing their practices to be built around social and environmental considerations. Sustainable business has become a strong standard across industries, not just in terms of being "green," but also by being socially and ethically responsible. This very significant change in business practice is being mirrored by changes in higher education with courses on sustainability being integrated across business schools' curricula. Sustainability Marketing: A Global Perspective provides a new sustainability-oriented vision of marketing for the twenty-first century. 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. The book shows how the complexities of sustainability issues can be integrated into marketing decisions 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 '4 Ps'; 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. A comprehensive package of online materials is provided on a BCS including: PowerPoint slides, discussion questions and possible answers, review questions and possible answers, video, and a glossary. The authors have also developed a blog related to their book which can be found at: www.sustainability-marketing.com
- Kurztext
- This 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. 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. 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 and contribute to the transformation of 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 book is ideally suited to both students and practitioners at many different levels and disciplines including marketing, innovation, CSR, sustainability or environmental management. A comprehensive package of supplementary materials is available at www.sustainability-marketing.com and www.wiley.com/college/belz. All chapters include learning objectives and discussion questions, and the key issues are illustrated throughout with case studies, practical examples and research data drawn from a wide range of countries and industries. This second edition provides new cases, a wider geographic scope and more in-depth analysis and exploration of the key issues that made the first edition winner of the VHB 'Best Textbook of the Year' Award for 2010. It demonstrates the role of sustainability in driving innovation within businesses and markets, and in transforming marketing so that instead of helping to consume our environment, it works to sustain it.
- Autorenportrait
- The authors have over 40 years of research experience between them and many years experience of teaching sustainability marketing concepts in the classroom. FrankMartin 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).