eBook - PDF

Sustainability Marketing

Name: Sustainability Marketing
ISBN: 9781118511923

A Global Perspective

Frank-Martin Belz,

Ken Peattie,

352 pages
English
PDF
Available on iOS & Android

eBook - PDF

Sustainability Marketing

A Global Perspective

Frank-Martin Belz,

Ken Peattie,

About this book

The 2 nd 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.

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Yes, you can access Sustainability Marketing by Frank-Martin Belz,Ken Peattie in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.