9781119966197

Sustainability Marketing : A Global Perspective

  • ISBN 13:

    9781119966197

  • ISBN 10:

    1119966191

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 10/29/2012
  • Publisher: Wiley

Note: Not guaranteed to come with supplemental materials (access cards, study guides, lab manuals, CDs, etc.)

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Summary

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.

Author Biography

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