Sustainable Marketing is structured around the traditional ‘4Ps’ of marketing and explains how marketing mix decisions can and do influence environmental outcomes. Throughout the book, Donald A. Fuller advocates the conversion of consumption systems to a sustainable paradigm that represents a circular use of resources, not the linear approach (materials >products >consumption >disposal) that leads to the pollution of ecosystems. The book′s running theme is that marketers can reinvent strategy and craft ‘win-win-win’ solutions, where customers win (obtaining genuine benefits), organizations win (achieving financial objectives), and ecosystems win (ecosystem functioning is preserved or enhanced). The theme is vividly illustrated by 49 in-text exhibits of successful corporate environmental initiatives.
Mục lục
Sustainable Marketing
An Overview
New Decision Boundaries
The Product System Life-Cycle
Sustainable Marketing Strategies
Sustainable Products
Sustainable Channel Networks
Sustainable Marketing Communications
Sustainable Pricing
Markets and Market Development
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