Sustainability Marketing
A Global Perspective
(Sprache: Englisch)
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...
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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.
Klappentext zu „Sustainability Marketing “
Sustainability Marketing is primarily about the successful development and marketing of sustainable products and services (e. g. hybrid cars, fuel cell cars, car sharing, organic food products, fair trade products, passive houses and renewable energies).Sustainability Marketing: A Global Perspective takes a managerial approach to sustainability marketing. The systematic, step-by-step approach is easy to understand and comprehend. Altogether there are six steps: analysis of environmental and social problems; analysis of consumer behaviour with special reference to socio-ecological aspects; normative sustainability marketing, strategic sustainability marketing; operational sustainability marketing; and transformational sustainability marketing.
Sustainability Marketing is primarily about the successful development and marketing of sustainable products and services (e. g. hybrid cars, fuel cell cars, car sharing, organic food products, fair trade products, passive houses and renewable energies).
Sustainability Marketing: A Global Perspective takes a managerial approach to sustainability marketing. The systematic, step-by-step approach is easy to understand and comprehend. Altogether there are six steps: analysis of environmental and social problems; analysis of consumer behaviour with special reference to socio-ecological aspects; normative sustainability marketing, strategic sustainability marketing; operational sustainability marketing; and transformational sustainability marketing.
Sustainability Marketing: A Global Perspective takes a managerial approach to sustainability marketing. The systematic, step-by-step approach is easy to understand and comprehend. Altogether there are six steps: analysis of environmental and social problems; analysis of consumer behaviour with special reference to socio-ecological aspects; normative sustainability marketing, strategic sustainability marketing; operational sustainability marketing; and transformational sustainability marketing.
Inhaltsverzeichnis zu „Sustainability Marketing “
PART ONE: UNDERSTANDING SUSTAINABILITY AND MARKETING1) Marketing in the 21st Century
2) Framing Sustainability Marketing
PART TWO: DEVELOPING SUSTAINABILITY MARKETING OPPORTUNITIES
3) Socio-Ecological Problems
4) Consumer Behaviour
PART THREE: DEVELOPING SUSTAINABILITY MARKETING STANDARDS AND STRATEGIES
5) Normative Sustainability Marketing
6) Strategic Sustainability Marketing
PART FOUR: DEVELOPING THE SUSTAINABILITY MARKETING MIX (4C'S)
7) Customer Solutions
8) Communication
9) Customer Cost
10) Convenience
PART FIVE: DEVELOPING THE FUTURE OF SUSTAINABILITY MARKETING
11) Transformational Sustainability Marketing
Autoren-Porträt von Frank-Martin Belz, Ken Peattie
Ken Peattie ist Professor an der Cardiff Business School, an der er als Direktor auch das ESRC Research Centre for Business Relationships, Accountability, Sustainability and Society (BRASS) leitet. Frank-Martin Belz ist Professor an der Technischen Universität München (TUM School of Management) und dort Prodekan der Wirtschaftswissenschaftlichen Fakultät.
Bibliographische Angaben
- Autoren: Frank-Martin Belz , Ken Peattie
- 2009, 256 Seiten, Maße: 19,1 x 23,8 cm, Kartoniert (TB), Englisch
- Verlag: Wiley & Sons
- ISBN-10: 0470519223
- ISBN-13: 9780470519226
- Erscheinungsdatum: 15.06.2009
Sprache:
Englisch
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