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 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 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.
This book addresses the rising concept of 21st century societal marketing which entails that marketers should fulfill the needs of their target group in ways that enhance the well-being of a society as a whole. In the past, social responsibility and corporate ethics may not have been the key elements of corporate and business strategy. However, in the last decade the picture has changed dramatically. Consumers are more concerned about ethical issues and the effects of business activities on the environment and the society. The impact and importance of ethical consumerism is escalating. The consumers are more attentive and expect companies promote their ethical credentials in order to make them more accountable of their actions. This book also reveals how companies should realize that corporate social responsibility (CSR) is not an illustration of corporate altruism but a source of opportunity, and competitive advantage. Finding and following social initiatives as a part of the key business model is proved to be one of the competitive strengths in many instances. This book covers different issues related to ethics, social responsibility and sustainability in marketing and presents different cases and applications from different countries. Together with the best practices, each case and research is expected to shed light on how to improve the role of marketing in helping to the development and well-being of the society.
Sustainability Marketing in Tourism:Investigation into Sustainability Marketing and Sustainable Consumption in Tourism Maria Hartwig
Driving Green Consumerism Through Strategic Sustainability Marketing:
Balanced Sustainability Marketing:How a Fish Processor Deals with the Shortage of a Natural Resource Katharina E. Leitner
Ethics, Social Responsibility and Sustainability in Marketing:
Marketing Dynamism & Sustainability: Things Change, Things Stay the Same...:Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference
Marketing Dynamism & Sustainability: Things Change, Things Stay the Same...:Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference. Auflage 2015
Marketing Dynamism & Sustainability: Things Change, Things Stay the Same...:Proceedings of the 2012 Academy of Marketing Science (AMS) Annual Conference. Softcover reprint of the original 1st ed. 2015