Sustainability Marketing

The 2 nd edition of Sustainability Marketing: A GlobalPerspective continues to focus on different levels and disciplinesof sustainability marketing including marketing, business andsustainability or environmental management.

Informationen zum Autor The authors have over 40 years of research experience between them and many years experience of teaching sustainability marketing concepts in the classroom.Frank-Martin Belz is Professor at the Technische Universität München (TUM School of Management).Ken Peattie is Professor at Cardiff Business School where he is also the Director of the ESRC Research Centre for Business Relationships, Accountability, Sustainability and Society (BRASS). Klappentext The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century. Adopting a a consumer marketing focus, it emphasises integrating sustainability principles into both marketing theory and the practical decision making of marketing managers.The book shows how the complexities of sustainability issues can be addressed by marketers 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 '4Ps'; 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. Zusammenfassung The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century. Adopting a a consumer marketing focus, it emphasises integrating sustainability principles into both marketing theory and the practical decision making of marketing managers.The book shows how the complexities of sustainability issues can be addressed by marketers 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 '4Ps'; 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. Inhaltsverzeichnis Preface to Second Edition xiPreface to First Edition xiiiPART I Understanding Sustainability and Marketing 11 Marketing in the Twenty-First Century 3A Very Short History of the World 5The Twentieth Century: The Century that Transformed the World 6Challenges for the Twenty-First Century 7Sustainable Development 10The Evolution of Marketing Thought 13Beyond 'Modern' Marketing 142 Framing Sustainability Marketing 21Marketing in Context 23Elements of Sustainability Marketing 29Corporate Context: Corporate Social Responsibility 31Ethical Context 35Socio-Political Context 37Global Context 38PART II Developing Sustainability Marketing Opportunities 493 Socio-Ecological Problems 51Socio-Ecological Problems on a Macro Level 53Socio-Ecological Impact of Products on a Micro Level 614 Sustainable Consumer Behaviour 77Sustainability and Consumption 79The Consumption Process 83Understanding Sustainable Consumer Behaviour 86Sustainable Consumption in Context 92So Who Is the Sustainable Consumer? 98Harnessing Sustainable Consumer Behaviour 103PART III ...

Auteur

Frank-Martin Belz is Professor at the Technische Universität München (TUM School of Management).

Ken Peattie is Professor at Cardiff Business School where he is also the Director of the ESRC Research Centre for Business Relationships, Accountability, Sustainability and Society (BRASS).
The authors have over 40 years of research experience between them and many years experience of teaching sustainability marketing concepts in the classroom.

Texte du rabat

The new and extended Second Edition of the award-winning textbook Sustainability Marketing: A Global Perspective provides a sustainability-oriented vision of marketing for the twenty-first century. Adopting a a consumer marketing focus, it emphasises integrating sustainability principles into both marketing theory and the practical decision making of marketing managers. The book shows how the complexities of sustainability issues can be addressed by marketers 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 '4Ps'; 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.

Résumé
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.

Contenu

Preface to Second Edition xi

Preface to First Edition xiii

PART I Understanding Sustainability and Marketing 1

1 Marketing in the Twenty-First Century 3

A Very Short History of the World 5

The Twentieth Century: The Century that Transformed the World 6

Challenges for the Twenty-First Century 7

Sustainable Development 10

The Evolution of Marketing Thought 13

Beyond 'Modern' Marketing 14

2 Framing Sustainability Marketing 21

Marketing in Context 23

Elements of Sustainability Marketing 29

Corporate Context: Corporate Social Responsibility 31

Ethical Context 35

Socio-Political Context 37

Global Context 38

PART II Developing Sustainability Marketing Opportunities 49

3 Socio-Ecological Problems 51

Socio-Ecological Problems on a Macro Level 53

Socio-Ecological Impact of Products on a Micro Level 61

4 Sustainable Consumer Behaviour 77

Sustainability and Consumption 79

The Consumption Process 83

Understanding Sustainable Consumer Behaviour 86

Sustainable Consumption in Context 92

So Who Is the Sustainable Consumer? 98

Harnessing Sustainable Consumer Behaviour 103

PART III Developing Sustainability Marketing Standards and Strategies 115

5 Sustainability Marketing Values and Objectives 117

Sustainability Marketing: Challenging Basic Assumptions 119

Sustainability Marketing Values: Brand Ethos 124

Sustainability Marketing Objectives: The Triple Bottom Line 129

6 Sustainability Marketing Strategies 137

Marketing Strategy and Sustainability 140

Understanding the Marketing Environment 140

Developing a Sustainability Marketing Strategy 147

PART IV Developing the Sustainability Marketing Mix 171

7 Customer Solutions 173

Marketing Myopia 175

Customer (Pre-)Purchase Solutions 175

Customer Use Solutions 178

Customer Post-Use Solutions 182

Sustainability Branding 185

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