Sustainability marketing: a global perspective

Belz, Frank-Martin and Peattie, Kenneth John ORCID: https://orcid.org/0000-0003-3969-0531 2009. Sustainability marketing: a global perspective. Chichester: Wiley.

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Abstract

Sustainability Marketing: A Global Perspective provides a new sustainability-oriented vision of marketing for the twenty-first century. It has a consumer marketing focus with an emphasis on 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 integrated into marketing decisions 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 ‘4 Ps’; 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. The book is ideally suited to both students and practitioners at many different levels and disciplines including marketing, business and sustainability or environmental management.

Item Type:	Book
Book Type:	Authored Book
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics) Sustainable Places Research Institute (PLACES)
Subjects:	G Geography. Anthropology. Recreation > GE Environmental Sciences H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Publisher:	Wiley
ISBN:	9780470519226
Last Modified:	29 Jul 2024 10:36
URI:	https://orca.cardiff.ac.uk/id/eprint/25441

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