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Consideration for the ethics of business, social responsibility and the environment has put sustainability at the top of the agenda for many organisations and marketing has a key role to play in driving this agenda. This book explores the complex and challenging environment of sustainable marketing.
The author starts by considering the background of traditional marketing in order to understand the changes that have occurred over recent times and their significance. From corporate social responsibility to societal and green marketing movements, leading to the development of sustainable marketing practice, this book is the most complete and accessible introduction to Sustainable Marketing on the market.
Key themes covered in the book include:
· Current developments in the marketing environment and their role in stimulating or impeding the progress of sustainability
· The nature of consumption in relation to sustainability
· The underlying attitudes of consumers towards sustainable consumption
Part One: Marketing for sustainablility: people, planet, prosperity
1. Sustainable marketing
2. The backdrop to sustainability
Part Two: Understanding the nature of consumptionand consumer behaviour
3. Understanding attitudes towards consumption and sustainability
4. The evolution of sustainable segmentation
Part Three: Marketing as an agent of change
5. Motivating behavioural change
6. Reconciling product sustainability
7. Addressing supply chain sustainability
8. Communicating sustainability
Part Four: Implementation
9. Managing sustainable change
10. The future for sustainability: Raising the game, changing the game
Sustainability has quickly reached the top of the agenda for businesses and governments. All types of organisations, from multinationals to charities, recognise the need to engage with economic, social and environmental sustainability issues and marketing has a key role to play in driving this change.
This book explores the complex and challenging environment of sustainable marketing. Tracing the development of marketing through from the original marketing concept via corporate social responsibility, societal and green marketing movements, the author explains the evolution and growth of sustainable marketing practice providing the most complete and accessible introduction to sustainable marketing on the market.
Key themes covered in the book include:
Marketing dilemmas: encourage you to problem-solve and put yourself in the place of a marketer facing challenging situations and devising potential strategies
Research skills: help to hone your marketing research skills by challenging you to investigate sustainable marketing issues
Getting started: provide helpful starting points when you are planning research tasks and exercises
Professional practice: encourage you to think about how you would apply theory to practice in a professional context
Snapshots and Cases: offer a wide range of mini-cases and full case studies from the world of marketing, fashion, retail, entertainment, tourism and hospitality, including Aga, Red Sky, Marks & Spencer, Primark, Muji and 360 Vodka, encompassing a wide range of national and international contexts
Apply it:short exercises that focus on specific aspects of sustainable marketing theory to allow you to apply your knowledge and evaluate your understanding and progress in each chapter
The book makes an ideal companion text for the Marketing (Emerging Themes) unit of the CIMs Chartered Postgraduate Diploma in Marketing. Sustainable Marketing is essential reading for undergraduate and postgraduate marketing, business and management students on both general and specialist programmes, as well as for students of sustainable development.
Go online to the website: www.pearsoned.co.uk/emery to access a variety of teaching resources to support this book.
About the author
Barry Emery is Senior Lecturer in Marketing at Birmingham City Business School, Birmingham City University, UK.Pearson Education are pleased to be donating £1 from every sale of this book towards supporting the work of the International Tree Foundation