Sustainability Marketing - A Global Perspective

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

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).