a global perspective Belz, Frank-Martin Primary Author Peattie, Ken Additional Author mixed material bibliography West Sussex John Wiley & Sons 2012 en English

Printed Material

xvi, 336 p.: figs., tabs., index.; 23 cm. The new and extended Second Edition of the award-winning textbook <b>Sustainability Marketing: A Global Perspective</b> 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. <br><br>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.<br><br><br><i>amazon.com</i><br> Sustainability Marketing Management Consumer behaviour Marketing mix BAD 9781119966197 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BAD Bel 36514 General (General) BAD Bel 44347 0000-00-00 00:00:00 2021-08-16 15:56:20 machine generated