Sustainable Marketing
Seiten
2011
Pearson Education Limited (Verlag)
978-0-273-72328-8 (ISBN)
Pearson Education Limited (Verlag)
978-0-273-72328-8 (ISBN)
Consideration for the ethics of business, social responsibility and the environment has put sustainability at the top of the agenda for many organisations and marketing has a key role to play in driving this agenda. This book explores the complex and challenging environment of sustainable marketing.
The author starts by considering the background of traditional marketing in order to understand the changes that have occurred over recent times and their significance. From corporate social responsibility to societal and green marketing movements, leading to the development of sustainable marketing practice, this book is the most complete and accessible introduction to Sustainable Marketing on the market.
Key themes covered in the book include:
Current developments in the marketing environment and their role in stimulating or impeding the progress of sustainability
The nature of consumption in relation to sustainability
The underlying attitudes of consumers towards sustainable consumption
The use of social marketing for planning and implementing behavioural change in consumers towards a more sustainable lifestyle
The author starts by considering the background of traditional marketing in order to understand the changes that have occurred over recent times and their significance. From corporate social responsibility to societal and green marketing movements, leading to the development of sustainable marketing practice, this book is the most complete and accessible introduction to Sustainable Marketing on the market.
Key themes covered in the book include:
Current developments in the marketing environment and their role in stimulating or impeding the progress of sustainability
The nature of consumption in relation to sustainability
The underlying attitudes of consumers towards sustainable consumption
The use of social marketing for planning and implementing behavioural change in consumers towards a more sustainable lifestyle
Part One: Marketing for sustainablility: people, planet, prosperity
1. Sustainable marketing
2. The backdrop to sustainability
Part Two: Understanding the nature of consumptionand consumer behaviour
3. Understanding attitudes towards consumption and sustainability
4. The evolution of sustainable segmentation
Part Three: Marketing as an agent of change
5. Motivating behavioural change
6. Reconciling product sustainability
7. Addressing supply chain sustainability
8. Communicating sustainability
Part Four: Implementation
9. Managing sustainable change
10. The future for sustainability: Raising the game, changing the game
| Erscheint lt. Verlag | 22.12.2011 |
|---|---|
| Verlagsort | Harlow |
| Sprache | englisch |
| Maße | 190 x 245 mm |
| Gewicht | 656 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-273-72328-6 / 0273723286 |
| ISBN-13 | 978-0-273-72328-8 / 9780273723288 |
| Zustand | Neuware |
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