Detail Cantuman
Advanced SearchPrinted Material
Sustainability marketing : a global perspective
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.
amazon.com
Ketersediaan
36514 | BAD Bel | General (General) | Tersedia |
Informasi Detil
Judul Seri |
-
|
---|---|
No. Panggil |
BAD Bel
|
Penerbit | John Wiley & Sons : West Sussex., 2012 |
Deskripsi Fisik |
xvi, 336 p.: figs., tabs., index.; 23 cm.
|
Bahasa |
English
|
ISBN/ISSN |
978-1119-96619-7
|
Klasifikasi |
BAD
|
Tipe Isi |
text
|
Tipe Media |
-
|
---|---|
Tipe Pembawa |
-
|
Edisi |
-
|
Subyek | |
Info Detil Spesifik |
-
|
Pernyataan Tanggungjawab |
-
|
Versi lain/terkait
Tidak tersedia versi lain