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The 2nd edition of Sustainability Marketing: A Global Perspective continues to focus on different levels and disciplines of sustainability marketing including marketing, business and sustainability or environmental management. It provides a sustainability-oriented vision of marketing with a consumer marketing focus and emphasis on integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. This edition 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.
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).
Table of Contents
Preface to Second Edition xi
Preface to First Edition xiii
PART I Understanding Sustainability and Marketing 1
1 Marketing in the Twenty-First Century 3
A Very Short History of the World 5
The Twentieth Century: The Century that Transformed the World 6
Challenges for the Twenty-First Century 7
Sustainable Development 10
The Evolution of Marketing Thought 13
Beyond ‘Modern’ Marketing 14
2 Framing Sustainability Marketing 21
Marketing in Context 23
Elements of Sustainability Marketing 29
Corporate Context: Corporate Social Responsibility 31
Ethical Context 35
Socio-Political Context 37
Global Context 38
PART II Developing Sustainability Marketing Opportunities 49
3 Socio-Ecological Problems 51
Socio-Ecological Problems on a Macro Level 53
Socio-Ecological Impact of Products on a Micro Level 61
4 Sustainable Consumer Behaviour 77
Sustainability and Consumption 79
The Consumption Process 83
Understanding Sustainable Consumer Behaviour 86
Sustainable Consumption in Context 92
So Who Is the Sustainable Consumer? 98
Harnessing Sustainable Consumer Behaviour 103
PART III Developing Sustainability Marketing Standards and Strategies 115
5 Sustainability Marketing Values and Objectives 117