Sustainability Marketing

WINNER of the VHB BEST TEXTBOOK AWARD 2010! (Presented by the German Academic Association for Business Research) 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.

ISBN 0470519223   Pages 306 ISBN13 9780470519226 (What's this?)   Weight (grammes) 644 Publisher John Wiley and Sons Ltd   Published in Chichester Imprint John Wiley & Sons Ltd   Height (mm) 236 Format Paperback   Width (mm) 190 Publication date 05 Jun 2009   Spine width (mm) 19 DEWEY 658.8   Academic level Professional / Scholarly DEWEY edition DC22

Pt. I		Understanding Sustainability and Marketing		1
1		Marketing in the Twenty-First Century		3
2		Framing Sustainability Marketing		23
Pt. II		Developing Sustainability Marketing Opportunities		43
3		Socio-ecological Problems		45
4		Sustainable Consumer Behaviour		71
Pt. III		Developing Sustainability Marketing Standards and Strategies		99
5		Sustainability Marketing Values and Objectives		101
6		Sustainability Marketing Strategies		123
Pt. IV		Developing the Sustainability Marketing Mix		149
7		Customer Solutions		151
8		Communications		175
9		Customer Cost		201
10		Convenience		225
Pt. V		Developing the Future of Sustainability Marketing		245
11		Sustainability Marketing Transformations		247
12		Refraining Sustainability Marketing		269
		Index		287

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