Sustainable Enterprise : A Macromarketing Approach
ISBN: 9781412998680 | 1412998689
Format: PaperbackPublisher: SAGE Publications, Inc
Pub. Date: 10/8/2012
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Sustainable Enterprise: A Macromarketing Approach goes beyond the internal firm strategies of micromarketing and the four Ps to take a broader perspective focused on the interconnectedness of markets, marketing, and society. In a globalized society concerned with social and environmental sustainability, this book encourages students to think critically about the opportunities and limitations of marketing, as well as its positive and potentially negative effects. Through the presentation of key research findings and actual company cases, Peterso... MORE
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