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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 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.
About the Author
The authors have over 40 years of research experience betweenthem and many years experience of teaching sustainability marketingconcepts in the classroom.
Frank-Martin Belz is Professor at the TechnischeUniversitat Munchen (TUM School of Management).
Ken Peattie is Professor at Cardiff Business School wherehe is also the Director of the ESRC Research Centre for BusinessRelationships, Accountability, Sustainability and Society(BRASS).