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 sustainability guidelines and environmental threats while still remaining profitable in today’s global market.
Using a range of examples including Costco, Juul, Facebook, Patagonia and Bitcoin, Peterson highlights the importance of social issues facing businesses today such as poverty alleviation, the drive towards more ‘green’ living, corporate social responsibility within firms and political pressures such as emissions guidelines and reducing the global carbon footprint.
The Mavericks Who Made It feature also highlights key entrepreneurs throughout history, their key successes and their impact on sustainable marketing.
Mục lục
Part I: Macromarketing for Sustainable Marketing
Chapter 1: 21st Century Micro and Macro Issues
Chapter 2: Marketing and Society
Chapter 3: Stakeholders in Marketing
Chapter 4: The Role of Business in Society
Chapter 5: The Role of the State in Society
Part II: Important Factors Affecting Sustainable Marketing
Chapter 6: Globalization and Protectionism
Chapter 7: Contemporary Consumers
Part III: Sustainable Marketing for the Environment
Chapter 8: The Environmental Imperative
Chapter 9: Environmentally Oriented Business
Chapter 10: Sustainable Business Practices
Part IV: Sustainable Marketing for Equity
Chapter 11: Developing Markets
Chapter 12: Poverty Alleviation
Giới thiệu về tác giả
Dr Mark Peterson is Professor of Marketing and Sustainable Business Practices at the University of Wyoming College of Business. He teaches sustainable business practices to undergraduates and doctoral students, as well as marketing analytics to MBA students. He has authored the SAGE Publications book Sustainable Marketing: A Holistic Approach.
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