Sustainability Marketing A Global Perspective

ISBN-10: 1119966191
ISBN-13: 9781119966197
Edition: 2nd 2012
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Description: The 2nd 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. It provides a  More...

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Book details

Edition: 2nd
Copyright year: 2012
Publisher: John Wiley & Sons, Limited
Publication date: 8/17/2012
Binding: Paperback
Pages: 352
Size: 7.25" wide x 9.00" long x 1.00" tall
Weight: 1.122
Language: English

The 2nd 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. It provides a sustainability–oriented vision of marketing with a consumer marketing focus and emphasis on integrating sustainability principles into both marketing theory and the practical decision making of marketing managers.This edition 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.

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