Sustainable Marketing
The Industry's Role in a Sustainable Future
- 328 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
About this book
WINNER: Leonard L. Berry Marketing Book Award 2024 - Marketing: Strategy
SHORTLISTED: Business Book Awards 2024 - Sales & Marketing Becoming a sustainable marketer is no longer an optional extra. Sustainability has become a necessity for the future, but do you feel confident delivering on this for your clients and customers? Sustainable Marketing is a blueprint for embedding sustainability at the heart of marketing. Exposing the disturbing reality of marketing's current relationship with many of our environmental and societal problems, it challenges the traditional role of marketing, its cultural norms and gross inefficiency. It goes on to present a compelling vision for change and a practical guide for marketing professionals, equipping them with the mindset and tools to transform their daily work and the industry as a whole, into a force for good.This is the perfect guide for marketing and sustainability professionals working through their company's sustainable transformation whilst trying to avoid the pitfalls of greenwashing and carbon myopia. Written by experts who apply their unique framework to the issue, this book takes what may feel like an insurmountable challenge and breaks it down, giving in-depth advice and providing real-world success stories from companies of all sizes including Tony's Chocolonely, The Onlii and AkzoNobel.
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Information
Table of contents
- Foreword
- Introduction
- PART ONE An introduction to sustainability
- 1 Getting ready for the journey
- 2 An introduction to sustainability
- 3 Deciphering the world of sustainability
- 4 Marketing and the environmentalist movement
- PART TWO The role of marketing
- 5 The Great Acceleration and the golden era of marketing
- 6 The sustainable impacts of marketing
- 7 The role of marketing – the ‘engine of growth’?
- 8 The mindset of marketing
- 9 The current state of marketing
- 10 The need for a new role for marketing
- PART THREE The tools for sustainable marketing
- 11 The origins, objectives and introduction to the Sustainable Marketing Compass
- 12 Embedding sustainability at the heart
- 13 Strategic foundations
- 14 Activation pillars
- PART FOUR Building sustainable marketing capability
- 15 The sustainable data universe
- 16 Capability development and the parallels to digital transformation
- 17 Your personal resilience journey
- 18 Call to action
- Index