Sustainability marketing : a global perspective (engelsk)

Frank-Martin Belz, Ken Peattie

Detaljer

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Beskrivelse

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.

Indhold

Seneste udgave, bog

Marketing in the twenty-first century -- Framing sustainability marketing -- Socio-ecological problems -- Sustainable consumer behaviour -- Sustainability marketing values and objectives -- Sustainability marketing strategies -- Customer solutions -- Communication -- Customer cost -- Convenience -- Sustainability marketing transformations -- Reframing sustainability marketing ; PART III Developing Sustainability Marketing Standards and Strategies: 5 Sustainability Marketing Values and Objectives. Sustainability Marketing: Challenging Basic Assumptions ; Sustainability Marketing Values: Brand Ethos ; Sustainability Marketing Objectives: The Triple Bottom Line -- 6 Sustainability Marketing Strategies. Marketing Strategy and Sustainability ; Understanding the Marketing Environment ; Developing a Sustainability Marketing Strategy -- PART IV Developing the Sustainability Marketing Mix: 7 Customer Solutions. Marketing Myopia ; Customer (Pre- )Purchase Solutions ; Customer Use Solutions ; Customer Post-Use Solutions ; Sustainability Branding -- 8 Communications. The Ambivalence of Communication ; Sustainability Product Communication ; Sustainability Corporate Communications ;The Consumeras Communicator ; 9 Customer Cost. Total Customer Cost: The Consumer Perspective ; Total Customer Cost: The Marketer Perspective ; The Nature of Price Systems ; 10 Convenience. Consumption and Convenience ; Convenience in Purchase ; Convenience in Use ; Convenience in Post-Use ; Online Convenience -- PART V Developing the Future of Sustainability Marketing: 11 Sustainability Marketing Transformations. Sustainability Marketing Transformation: The Inside-Out Perspective ; Corporate Transformations ; Market Transformations ; Political Transformations ; Social Transformations ; Sustainability Marketing Transformations: Possibilities and Problems -- 12 Reframing Sustainability Marketing. Thinking Again about Sustainability Marketing ; Social Marketing and Sustainability ; Towards a More Sustainable Economy ; From Sustainability Micromarketing to Sustainability Macromarketing ; Towards a Prosperous 'One Planet'