Building on the idea that holistic marketing strategies allow firms to assess risk and realise opportunities, this book draws on new research and industry examples to help you recognize effective sustainability practices that benefit companies, stakeholders and society.
With an issue-based approach that dissects the interplay between marketing and society, the author encourages readers to critically engage with the changing nature of markets; how companies can adapt to sustai...
İçerik tablosu
Part I: Macromarketing for Sustainable Marketing
Chapter 1: 21st Century Micro and Macro Issues
Chapter 2: Marketing and Society
Chapter 3: Stakeholders in Marketing
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Dr Mark Peterson is Professor of Marketing and Sustainable Business Practices at the University of Wyoming College of Business. He teaches sustainable business practi...