eBook - ePub

Sustainable Marketing Planning

Name: Sustainable Marketing Planning
ISBN: 9781040012192

Neil Richardson,

298 pages
English
ePUB (mobile friendly)
Available on iOS & Android

eBook - ePub

Sustainable Marketing Planning

Neil Richardson,

About this book

This book provides practical insights, tools and frameworks to help readers produce tactically and strategically appropriate marketing plans.

Showing how to embed sustainability in these plans, students will be shown how to implement changes while being encouraged to reflect on why they are needed. The text reflects on contemporary themes that impact on sustainable marketing planning, including consumer behaviour, entrepreneurialism, internal marketing, services, international marketing, event management and digital marketing. The second edition has been fully updated with a greater focus on the issues surrounding sustainability, including the environmental challenges facing businesses, sustainable accreditation and integrating the UN SDGs. It provides background on the value discourses that underpin sustainability, incorporates new examples and case studies from broader regions around the world and introduces TBL-based loyalty. Full of tools and frameworks to improve comprehension, including chapter-by-chapter learning outcomes, summaries, exercises, applied activities and mini case studies, it bridges the gap between theory and practice effectively and accessibly.

Presenting contemporary themes and challenges at the cutting edge of business research and practice, this book provides core reading for advanced undergraduate and postgraduate students of sustainable marketing, marketing planning and marketing strategy, as well as professionals seeking to improve the competitive advantage of their organisations.

Online resources for the use of instructors include PowerPoint lecture slides and a multiple choice questions section.

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Yes, you can access Sustainable Marketing Planning by Neil Richardson in PDF and/or ePUB format, as well as other popular books in Business & Business General. We have over one million books available in our catalogue for you to explore.