Sustainable Marketing and the Circular Economy in Poland
Key Concepts and Strategies
- 150 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
Sustainable Marketing and the Circular Economy in Poland
Key Concepts and Strategies
About this book
Sustainable Marketing and the Circular Economy in Poland outlines the specific challenges around formulating an organisation's marketing strategy in line with the circular economy (CE) framework.
This book helps to solve the problem of ineffective pro-environmental programmes and marketing tools, which are currently used by enterprises to make their activities more sustainable. The authors identify key concepts and strategies of sustainable marketing to highlight the trends and development directions of marketing activities of modern enterprises. Focussing on Poland as a central case study, the book is illustrated with examples of organisations that are implementing sustainable marketing activities that are compatible with the CE model. It also presents the results of studies which examined the pro-environmental marketing efforts of small- and medium-sized enterprises, non-governmental organisations and other actors in Poland. To conclude, the authors put forward recommendations for CE network stakeholders regarding sustainable marketing management, focussing specifically on how to avoid accusations of greenwashing and other unethical organisational behaviour.
This book will be of great interest to students and scholars of green marketing, sustainable business and the CE, as well as entrepreneurs and business professionals looking to formulate sustainable marketing strategies.
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Information
Table of contents
- Cover Page
- Half-Title Page
- Series Page
- Title Page
- Copyright Page
- Dedication Page
- Contents
- List of figures and tables
- About authors
- Acknowledgements and Financial Disclosure
- Introduction
- 1 The circular economy: An outline of the concept and its evolution
- 2 The evolution of sustainable marketing against a background of selected market changes
- 3 The main sustainable change actors
- 4 Examples of activities of enterprises in a circular economy
- Conclusions
- Index