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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.


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Ketersediaan

36514BAD BelGeneral (General)Tersedia

Informasi Detil

Judul Seri
-
No. Panggil
BAD Bel
Penerbit John Wiley & Sons : West Sussex.,
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

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