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Sustainability Marketing - A Global Perspective 2nd Edition (Cód: 9240411)

Belz; Belz,Frank-Martin; Peattie,Ken

John Wiley & Sons

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Sustainability Marketing - A Global Perspective 2nd Edition

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Descrição

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. This 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. 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 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 and contribute to the transformation of 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, innovation, CSR, sustainability or environmental management. A comprehensive package of supplementary materials is available at www.sustainability-marketing.com and www.wiley.com/college/belz. All chapters include learning objectives and discussion questions, and the key issues are illustrated throughout with case studies, practical examples and research data drawn from a wide range of countries and industries. This second edition provides new cases, a wider geographic scope and more in-depth analysis and exploration of the key issues that made the first edition winner of the VHB ''Best Textbook of the Year'' Award for 2010. It demonstrates the role of sustainability in driving innovation within businesses and markets, and in transforming marketing so that instead of helping to consume our environment, it works to sustain it.

Características

Peso 0.64 Kg
Produto sob encomenda Sim
Marca John Wiley & Sons
I.S.B.N. 9781119966197
Referência 019234262
Altura 23.11 cm
Largura 18.29 cm
Profundidade 2.03 cm
Número de Páginas 352
Idioma Inglês
Acabamento Brochura
Cód. Barras 9781119966197
Número da edição 2
Ano da edição 2012
AutorBelz; Belz,Frank-Martin; Peattie,Ken