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SUSTAINABILITY MARKETING: A GLOBAL PERSPECTIVE

BELZ, FRANK-MARTIN , PEATTIE, KEN

2012

BOOK
Category

SUSTAINABILITY MARKETING

Abstract 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 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.

ISBN 9781119966197
Author(s) BELZ, FRANK-MARTIN , PEATTIE, KEN
Credits
Edition 2ND ED.
Year 2012
Publisher WILEY
Type BOOK
Keywords SUSTAINABILITY MARKETING
Language English
Collation xvi, 336 P., 24 CM.

Availability and Location Reserve

Copy No Library Stack Shelf Is Reference Status Return Date
1 Limassol U 3 Yes A
1 Nicosia Q 6 Yes A 01/01/1970