Sustainability marketing
Subtitle: a global perspective
By: Frank Belz and Ken Peattie
Contributors: Peattie, Ken
Edition: 2nd ed.
Publisher: Wiley
Published: 2012
Place of publication: Hoboken, N.J
Language: eng
Number of pages: 352
ISBN-13: 9781119966197
Subjects: Marketing; Sustainability
Description: 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.
Notes: Includes index.